This is a guide to the basic elements that make up the Essentials brand.

If you have any queries regarding the correct usage of the Essentilas brand, or if you would like to request artwork files, please contact: Essentials Creative Services Tourist Club Area, Abu dhabi, UAE T: +971 4 3308451 E: creative-services@essentials.com Copyright @ 2013 by Essentials

The Brand
Introduction Brand Mission Brand Story Brand Values

The Logo
Logo basic Sizing & Placement Color Scheme Subsidary Logos Logo Dos Logo Donts Typography Imagery

Contents
Business card Letterhead Envelope Sta Uniforms Print Add Website Compact Disc

Stationary

Applications

THE BRAND
Contents
Introduction Brand Mission Brand Story Brand Values

Health and sport clubs which are better known as tness centers or gym are the perfect place to lose all your unwanted weight as these places provide you with the right environment and right people to do so. The wide number of health and sports club have a main workout area in

Introduction

which there are free weights like bar bells and exercise equipments. The tness club main area s also equipped with mirrors and other measuring equipped that help the user to weight and measure their progress over the time.Apart from the main workout area that gym is o en consisted of a cardio area or the theater as the cardio center being located in a sport and health club. This center is o en lled with exercising machines like the rowing machine, exercising bicycles and the treadmills. This area of a tness club o en o ers the member an audio or a video display that the member will be entertained and perform their recommend activities in a much better perspective way.

Essentials is one of the largest health and tness club in Abu dhabi with branches all over the UAE.

Brand Story

Mark Shepherd and his wife rst opened the clubs gates in 2004 and ever since then, they have been successful in providing the services to their clients. Essentials has been catering the needs of both males and females for the past decade. The club is divided into two centers, the health center and the tness center. Both the centers o er unique and a ordable services. Be it a weight loss program at the tness center or the body detox program at the health center. Essentials has gained recognition all over the UAE for its exemplary service. It has also been awarded a number of local and international awards.

Our primary goal is to create a pleasant environment for our customers.We will train them to pro-

Brand Mission

vide the highest quality of service to our customers. Employees will cater the needs of the clients without any hesitation and will always be available for immediate assistance. In cases of emergency, back up staff will always be at hand. We will not only keep the needs of the clients into consideration but also the employees needs as well.Essentials plans on approaching each and ev ery client in such a way that makes them feel special. We want the customers to feel pampered and at ease when they come to the club.Our team of professionals will ensure to satify the clients needs in every possible way.

Our core values include:

Brand Values

Courteousness: We will approach our customers with utmost civility. Punctuality: We will ensure that the employees are punctual at all times. Professionalism: We will provide the best standards of services. Reliability: We will develop a strong level of trust between our fellow employees and clients. Innovation: We will encourage our employees to initate change,improvement and learning to meet our goals. Motivation: We will approach each task with ethusiasm and conduct daily motivational exercises to uplift the spirits of ourselves and our employees.

THE LOGO
Contents
Logo basic Sizing & Placement Color Scheme Subsidary Logos Logo Dos Logo Donts Typography Imagery

Logo

Sign

Logotype

Acceptable Versions
The logo should alawys be presented in the approved pantone color. If the pantone color matching system is not available, use the appropriate color conversion. The logo can be converted to black or reversed in a black background.

Colored Version

Black Monochrome

White Monochrome

0.87

0.2

0.87

0.35

Logo Sizing & Placement

Construction
Essentials logo is composed of two elements, the sign & the logotype. The sign is made up of two uppercase Es facing each other with a little distance between them.Always make sure that the sign is dominant than the logotype when in use. The logotype is bilingual. The english type is bigger in size than the arabic one. Plese take all precautions to ensure proper measurements are always kept consistent.

1.73

0.16 0.35 0.08 0.34

0.35

0.35

1.94

0.35

Safe Space

The diagram shows the minimum distance from the logo that must be free from all graphic elements such as images, text & icons. Note: The width of the minimum clear space must always be equal to the height & width of E in the logo.

E E

Logo Sizes & Proportions

12mm
Minimum Size

16mm

20mm A5

30mm

40mm

<A5

A4

A3

Color Scheme

Pantone 310 C C=50 M=0 Y=100 K=0 CMYK Yellow

C=50 M=0 Y=100 K=0

The logo is made up of a gradient. The linear gradient is composed of two colors. Note: The subsidary logos are made up of basic colors. Do not use gradient in them.

Subsidary Logos
Essentials has two sub-brands, Essentials meditation center and Essentials tness center. The meditation center is a spiritual education & training institution focusd on providing silent meditation retreats, as well as classes & trainings. Whereas the tness center is focused on providing group tness & training programs.

meditation center

fitness center

Logo Dos
Below are examples of using the logo.

A dark background can be used to make the logo stand out.

The logo can be used without the arabic logotype.

Logo Donts
Here are samples of the most common misuses of the logo. If you are unsure about whether a design meets graphic standards, email the creative team at creative-team@essentials.com

NEVER APPLY THE FOLLOWING

DO NOT

Turn the logo diagonally Add special e ects like drop shadows Outline the logo Centre the type over the E E element Use two seperate colors Seperate or shi any element within the logo Use unapproved colors Use a di erent typeface Use shapes for decorative purposes

Typographical System
Choice of fonts
The important part of building a strong & distinctive visual identity is the consistent & correct use of typefaces

Yellow Peas Demo

For the logo

ITC Avant Garde Gothic Pro

For display & headlines

Aa

03

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aa 03

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Prefered weight: Regular

Prefered weight: All in appropriate conditions

DecoNeue
For headlines

GE Dinar One Light

For the logo

A 03

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Prefered weight: All in appropriate conditions

Prefered weight: Light

Imagery

Acceptable Imagery
Photographs shown below will be used in print ads,brochures & other such media to support the brand.

Imagery Colors
Photographs will be represented by the color used in the sub-brands logo i.e green and yellow.

Note: Always reduce the opacity of the color to 40%.

Unacceptable Imagery
Usage of amateur images like the ones below is strictlyforbidden. Photographs should always be taken by professional photographers.

STATIONARY
Contents
Business card Letterhead Envelope

Letterhead
The dimensions for the letterhead are given below. When typing a correspondence on executive & standard letterheads, set the font Myriod Pro Regular at 8 point. The standard size of the letterhead is 8.5x11.

.9

1.5

2.15

Essentials Creative Services Tourist Club Area, Abu dhabi, UAE

T: +971 4 330845 E: creative-services@essentials.com

Business card
5 x 9 cm ( 50 mmx 90mm )

Logo centered 1.15

Employee title .9

Sarah Khan Graphic Designer

Contact information 1.5

Essentials Creative Services Tourist Club Area, Abu dhabi, UAE T: +971 4 3308451 E: creative-services@essentials.com

Envelope

E: c reati T: +971 ve-s 4 ervic 33084 5 es@ esse 1 ntia ls.co m

E Touri ssentials st C lub Creativ Area e , Ab Service u dh s abi, UAE

APPLICATIONS
Contents
Sta Uniform Compact Disc

Staff Uniform

Compact Disc
This disc contains all the collateral needed for designing a consistent identity for the company. Please refer to the disc for original art files. If the disc is lost, a replacement can be issued to you by contacting the creative services department at: creative-services@essentials.com

+971 4 3308451 creative-services@essentials.com