Emirates Steel Guidelines 4.2

EMIRATES STEEL
BRAND GUIDE
Emirates Steel Brand Guideline
03 Basic Elements
INTRO
Our identity is more than a brandmark.
This design system is comprised
of a number of core elements that
together create a distinct brand,
allowing Emirates Steel to be instantly
recognisable.
This guideline takes you through
the main brand elements. The guide
will aid you in designing and producing
communications which are creatively
executed and also adhere to the basic
principles and parameters of the brand
to ensure consistency across all
brand applications.
05 Basic Elements Brandmark
BIG IDEA 9 OUR COLOUR PALETTE 47

BRAND SPIRIT CHART 13 COLOUR USAGE GUIDE 49
VISION 14 ENGLISH HEADLINE TYPEFACE 53
MISSION 15 ENGLISH BODY COPY TYPEFACE 55
BRAND VALUES 17 WEB-SAFE ENGLISH TYPEFACE 57
HORIZONTAL BRANDMARK 21 ARABIC HEADLINE TYPEFACE 59
VERTICAL BRANDMARK 23 ARABIC BODY COPY TYPEFACE 61
BRANDMARK ICON 25 WEB-SAFE ARABIC TYPEFACE 63
PROTECTING THE BRANDMARK 27 TYPOGRAPHIC FORMAT 65
MINIMUM SIZE 29 USING THE GRAPHIC DEVICE 75
BRANDMARK VARIATIONS 31 PRODUCT-FOCUSED IMAGERY 87
STRAPLINES 33 PEOPLE-FOCUSED IMAGERY 89
ENDORSEMENTS 37 PRINTING TECHNIQUES 110
BRANDMARK ALIGNMENT 39 PAPER SELECTION 111
SIZING & SCALING 41 WEBSITE GUIDE 115
BRANDMARK MISUSES 43 SIGNAGE GUIDE 117
CONTACT US 118
06 STRATEGY
09 Strategy The Big Idea
SHAPING ECONOMIES
Essential
Responsible
Future
Ambition
Emirates Steel Brand Guide
011 Strategy The Big Idea
EMIRATES STEEL IS AT THE CORE THRIVING ECONOMIES NEED

OF THRIVING ECONOMIES. EMIRATES STEEL, NOT JUST
FOR THEIR MATERIAL SUPPLIES
From construction to durable goods, modern life
needs steel. Emirates Steel is at the forefront of
TODAY, BUT ALSO TO HELP
shaping the economies of tomorrow by providing SECURE THEIR FUTURE.
expert steel solutions to help drive business forward.
Emirates Steels strategic long term approach means
that steel production leads to broader benefits to
economies - training, employment, innovative thinking,
support for strategic industries.
013 Strategy Brand Foundation
o rt Ac
tiv
p
a ns i ty BRAND SPIRIT CHART
Tr
The brand spirit embodies the thinking behind
the brand and is a useful asset to bring the big
idea alive and contribute to the creation of all
core brand assets.
Architecture
Activity - City Planning
Object
Forward thinking / Responsible / Human
Object - Nuts & Bolts

Practical / Versatile
Creature - Bees
Resourceful / Hardworking / Enabler
Personality - Klaus Schwab

Leadership / Impact / Global
Cr
li ty tu
ea Architecture - Control Tower
na so
re Trade & Commerce / Competitive / Trust
Per
Transport - Etihad Rail
Regional Impact / Quality / Efficiency
015 Strategy Vision & Mission
VISION MISSION
The vision of Emirates Steel is to be recognized The mission of Emirates Steel is to supply the
as a leading regional supplier of the highest construction, oil & gas and shipping sectors
quality products and services to its customers, with their requirements of high quality steel
to contribute to the creation of employment products, to adopt safe and environmentally-
opportunities locally, to assist in the friendly work practices across our business,
development of our community, and to conduct and to engage, develop and inspire our
its operations in line with best practices workforce to excel.
concerning health, safety and environmental
considerations.
017 Strategy Values
BRAND VALUES
Sustainable
Committed to the highest quality for the
benefit of society today and for the future.
Creative
Partnering to find robust solutions to the
exciting challenges of todays economies.
Innovative
Investing in the future of steel.
Ambitious
Unleashing unlimited growth potential.
Robust
Advancing quality, consistency and
organisational excellence.
018 BRANDMARKS
Horizontal Format
HORIZONTAL BRANDMARK
The brandmark is the most visible element of our
identity a prominent symbol of excellence across
all communications. The brandmark is a guarantee
of quality which exemplifies Emirates Steels business.
Shown here is the horizontal format which is
recommended as the primary brandmark. Where
possible, this format should be used to ensure
consistency across applications.
Please note:
The Emirates Steel name within the wordmark uses
lowercase typography to ensure the Arabic and English are
in visual balance. However within literature, Emirates Steel
should always be written in Title Case within body copy.
Vertical Format
VERTICAL BRANDMARK
Shown here is the vertical brandmark, which is
recommended for use as a secondary brandmark.
It can be used where appropriate and where the
proportion of the horizontal format brandmark
does not work well within an application. Always
use brandmarks from the master artworks files.
Brandmark Icon
BRANDMARK ICON
The brandmark icon can be used on its own in
certain situations. The icon is a very recognisable
mark, however the majority of collateral and
brand engagement should include the primary or
secondary brandmark. It is a detail that can be used
in conjunction with the main brandmarks.
Horizontal Brandmark
Clear Space
PROTECTING THE BRANDMARK

The visual integrity of the brandmark is vital, it has
an exclusion zone which is included in the master
artwork files. It must always appear legibly on a clear
background with sufficient standout for clarity.
Shown here are the main brandmark elements
and their clear space which is identified by X.
Vertical Brandmark Brandmark Icon

Clear Space Clear Space
Brandmark - Minimum Size
Horizontal Format
MINIMUM SIZE
Shown here are the respective minimum sizes for
brandmark in both horizontal and vertical formats
and their minimum print and on-screen sizes.
Minimum Size (Print) Minimum Size (On-screen)
Width 20 mm Width 110 pixels These must be adhered to for consistency across
all applications.
Brandmark - Minimum Size Brandmark Icon - Minimum Size

Vertical Format
Minimum Size (Print) Minimum Size

Width 5 mm (On-screen)
Width 25 pixels
Minimum Size (Print) Minimum Size

Width 14 mm (On-screen)
Width 75 pixels
Horizontal Brandmark
Formats
Full Colour 2 Colour 1 Colour

BRANDMARK VARIATIONS
The brandmark is the most visible element of our
identity and a prominent symbol of excellence across
Black White Metallic Silver
all communications. The brandmark is a guarantee of
quality which exemplifies Emirates Steels business.
Vertical Brandmark
Formats
Full Colour 2 Colour 1 Colour Black White Metallic Silver

Brandmark & Strapline Options
Horizontal brandmark with dual language strapline
STRAPLINES
The brandmark also has a strapline lockup which
uses the brands big idea Shaping the future.
There are two formats here, horizontal and vertical
formats which work across a variety of applications.
These brandmarks include the strapline within the
brandmark artwork and clear space and should not
be adjusted in any way.
In addition, the strapline can be used as a
Brandmark & Strapline Separate Lockup separate artwork and co-exist with the horizontal
X is equal to the cap height of the English wordmark
brandmark. This is for when the brandmark is used
at a smaller size, or more emphasis needs to be
given to the strapline.
In this case, the straplines cap height should
equal to the brandmarks cap height, as shown in
the diagram (left).
Brandmark & strapline options
Horizontal Brandmark with Arabic Strapline
STRAPLINES
The separate straplines are available in three
artwork variants. These are dual language (previous
page) as well as individual English and Arabic
versions shown here.
To ensure the relationship between the
horizontal brandmark and the strapline remains
consistent, the straplines x height should be the
same as the brandmarks x height. Always observe
the clearspace from the brandmark and strapline.
Horizontal Brandmark with English Strapline
X is equal to the cap height of the English wordmark

Endorsement Brandmark Endorsement Brandmark

Horizontal format Vertical format
ENDORSEMENTS
Shown here is the endorsement version of the
Brandmark. This brandmark should follow the
same rules as the primary brandmark in terms
of positioning and clearspace.
Note: Always make sure the brandmark clearspace is adhered

to, ensuring that there is sufficient space between the
brandmark and graphic elements or the edge of the page.
Endorsement Positioning
Primary Brandmark Positioning
Right aligned - Top Right aligned - Middle Right aligned - Bottom

BRANDMARK ALIGNMENT
When placing the brandmark by itself or with
graphic elements such as type or imagery it is
important to be consistent.
You should ensure that the brandmark sits
aligned on one of the following axis. It is preferred
for the primary brandmark to be arranged on the
right of an application, top, middle or bottom.
In addition, the brandmark can be placed
bottom left within advertising when used in
combination with the strapline (see page 32).
Secondary Brandmark Positioning Note: Always make sure the brandmark clearspace is adhered to,
ensuring that there is sufficient space between the brandmark
and graphic elements or the edge of the page.
Centred - Middle Left aligned - Bottom
Brandmark Sizing
Portrait Layout / Brandmark 1/3 format width Landscape Layout / Brandmark 1/4 format width SIZING & SCALING
Guidelines for the use of brandmarks on various
paper sizes have been set up to ensure the scaling
is consistent across applications.
The ruling for portrait applications is to use
the brandmark (including clearspace) at 1/3 of the
width of the page format. The ruling for landscape
applications is to use the brandmark (including
clearspace) at 1/4 of the width of the page format.
This applies to all generic paper sizes (A5, A4
& A3). Other smaller sizes or oversized applications
can adopt this approach or may be scaled larger or
smaller depending on the brief or the designers
visual preference.
Brandmark Misuse Examples
BRANDMARK MISUSES
The brandmark should remain consistent and there
are a number of rules that must be observed.
The misuses shown here help to establish what not to
do. Never try to alter the master artworks in any way.
1 Do not rotate the brandmark 2 Do not try to recreate the brandmark, 3 Do not alter the colour of any of the
only use the master artwork files brandmarks
4 Do not scale the brandmark 5 Do not place the full colour brandmark 6 Do not place the white-out brandmark
disproportionately on backgrounds of insufficient contrast on backgrounds of insufficient contrasts
7 Do not place the brandmark on imagery 8 Do not add graphic devices, straplines 9 Do not crop the brandmark
of insufficient contrast or cluttered areas or effects to the brandmark
044 COLOUR
047 Basic Elements Colour
Colour Palette Breakdown
Primary CMYK Brandmark Colour Breakdown
Pro C 100 R 0 HTML

OUR COLOUR PALETTE
c100 m0 y0 k0
M 0 G 159 009FDA
Cyan C Y 0
K 0
B 218
c100 m85 y2 k22
The colour palette consists of hues that reflect the
Emirates Steel brand and bring out its industrial and
Blue C 100
M 52
R 0
G 84
HTML
00549F c100 m0 y0 k0 business acumen, coupled with a fresh, modern and
2945 C Y 2
K 15
B 159
c100 m85 y5 k35
dynamic approach.
The brand colours are primarily blue and silver,
creating a fresh and dynamic brand look and feel
Silver Metallic SPOT Brandmark Colour Breakdown
which covers images, text, brandmark and graphic
877 C
Proc Cyan C
devices which all bring the brand to life.
Greys
P 280 C Note: The brandmark itself is not built solely on the colour palette.
60% 50% 40% 30% 20% 10% Therefore no comparison should be made, nor adjustments made to
Black Black Black Black Black Black
the brandmark to alter this.
Pro Cyan C
P 280 C
Secondary / Brandmark
Navy C 100
M 85
R 0
G 39
HTML
002776
280 C Y 5
K 22
B 118
Nb. Although a brand colour, Navy 280 C is only used within the brandmark
and should never be used or act as a Primary colour for applications.
049 Basic Elements Colour
Colour Palette Breakdown
COLOUR USAGE GUIDE

40% White The brand colours should be used correctly to ensure
there is consistency across applications. Shown here
are percentage breakdowns of how the colours
should be used across various media.
For more information and guidance of how
this works in practice, please see the look and feel
30% Steel applications section.
15% Blue
10% Cyan
5% Silver Metallic
050 TYPOGRAPHY
053 Basic Elements Typography
English Headline Typeface
PMN Caecilia
ENGLISH HEADLINE TYPEFACE
&
PMN Caecilia 55 Roman The Emirates Steel English headline typeface is
PMN Caecilia. It is clean, distinctive and legible,
ABCDEFGHIJKLMN available in a variety of weights as well as embodying

a contemporary and classic quality.
OPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
Friendly yet corporate
Simple yet distinct 1234567890()@$%&<>?:
English Body Copy Typeface
Frutiger
&
ENGLISH BODY COPY TYPEFACE
Frutiger 45 Light
The Emirates Steel English body copy typeface is
ABCDEFGHIJKLMNOPQRSTUVWXYZ
simple, modern and legible. The typeface works
abcdefghijklmnopqrstuvwxyz well at any size and is a perfect example of a
contemporary sans serif.
1234567890()@$%&<>?:
Frutiger 55 Roman
abcdefghijklmnopqrstuvwxyz
1234567890()@$%&<>?:
Contemporary
Modern & Classic Frutiger 65 Bold
1234567890()@$%&<>?:
English Web-safe Typeface
Tahoma
&
WEB-SAFE ENGLISH TYPEFACE
The Emirates Steel web-safe English typeface is
Tahoma Regular Tahoma. It is an ideal web-safe typeface - it has
ABCDEFGHIJKLMNOPQRSTUVWXYZ clarity and is easy to read and comes in a variety
of weights ideal for web use.
1234567890()@$%&<>?:
Tahoma Bold
Contemporary
Modern & Classic 1234567890()@$%&<>?:

Arabic Typeface
Helvetica Neue LT Arabic
ARABIC HEADLINE TYPEFACE
Helvetica Neue Arabic LT The Emirates Steel Arabic typeface is Helvetica Neue
Arabic LT. The typeface has similar qualities ro the

English typeface and retains consistency across media
because of this relationship.
1234567890

:?><&%$@)(

Arabic Body Copy Typeface
Frutiger Arabic
Frutiger Arabic Light ARABIC BODY COPY TYPEFACE

The Emirates Steel Arabic body copy typeface is
Frutiger. It has the same qualities as the English
:?><&%$@)(1234567890 typeface and keeps consistency across media because
of this relationship.
Frutiger Arabic Roman

:?><&%$@)(1234567890
Frutiger Arabic Bold

:?><&%$@)(1234567890

Arabic Web-Safe Typeface
Tahoma Arabic
WEB-SAFE ARABIC TYPEFACE

Tahoma Arabic Regular The Emirates Steel web-safe Arabic typeface is
Tahoma Arabic. It is an ideal web-safe typeface.
It has clarity and is easy to read and is the direct
match to the English Tahoma.
:?><&%$@)(1234567890
Tahoma Arabic Bold

:?><&%$@)(1234567890

Typographic Format
Six Column Grid A4 Letterhead

TYPOGRAPHIC FORMAT
Clean / Clear / Simple
50mm
Reference
HEADLINES ARE
Company Name
Company Address
Company Address
Shown left is an example of how the typefaces are
implemented within a standard six column flexible
Company Address
IN PMN CAECILIA 90mm

55 ROMAN IN To whom it may concern
grid format. The typography uses the font PMN
UPPERCASE FORMAT 120mm Caecilia 55 Roman for headlines and Frutiger Regular
Peliassi od eiur sitas essinctae la sitiunt.
55 Roman for body copy and captions. This should

Evelian ditisti simus adi bea pre prem harum in consed maxim nimenih iciditatur,
nit aut et enimendam ipis arum sincid eiur sunt occus re, autempe sequo deliatum
Sub headlines are in es molupic te alicte dior as nobis alitasped ut est doluptur ant videlenti omnis aut
facerferione preprer spistor erciis ad quam dit volupturio totae aut re et, venti
PMN Caecilia 55 Roman always remain consistent in terms of its design

dolende stiatiunt veligenturi iur am eos aut ea perum aut eos ut doloribus as esti-
unt laborecte simolorpores dunt andant arcipsae sam sit doloren dignis ent fugitii
struptatia necum est optatae idis secullo blatiore re sed mo eserum quam volupta
in sentence case cuptatur re accuptatis qui auta aut placcatur?
implementation.
Ment odi inci recerfero venimil minvendelia dolore quiae ex estiore hendiae renia
sim aciur, tempore voluptatur?
Nisqui dolorepelis nus, as in cum expla pernam non nobis eaque plia volupta volor-
rum faceaque earibus et porecae non cumquae venim doluptas velibusdae. Pero-
Caption copy is in Subheads are Frutiger 65 Bold
The minimum type size should be 7pt to ensure
vit aut as doloriorit, quam et la volorentis sam volessitati ommolenistem volum
dolorepro officium aut alicipit voluptatis exerumquo evero idelectam, il magnam
Body copy is in Frutiger Roman. Lorem ipsum voluptaspisi dit elecum quis eturemp oreperunt porio ex et assitiat.
Frutiger Roman dolor sit amet, cons ectetur adip iscing elit. Sedi ute dolorro restrum re, quos quia volorum as velenit aut ut re, ulparuntur as
readability. Please note that the same rules apply for

elitem sam re ea nitat.
Vesti bulum at libero. Lorem ipsum dolor sit Eque vel molent aciur, ullorest, alibus poresse nos dolores tiandit, nonsequam ni
ommolupti con nemporuntum harciendunt, nonserio omnis sernat plaboreius del
amet, consectetur adipiscing elit. Tibulum at is simoluptae site culla et facerori omnisimus dolestis am acessin eat fugite non
libero. Vesti bulum at libero. Lorem ipsum
dolor sit amet, consectetur adipiscing elit.
pos exeratem dendam esti voloriatem inciet volorum quiatqui re comnis peribus
antias digenda parum dolecte nim etur sit, comnimin eos unt laut lam, audant ped
qui sunt audae dus moleni bernatem nam hario core eossunt issimusandis eaqui di
tecuscit ipsam esseque simoluptas eum quunde sit, que sequi dest, nost, con corum
the Arabic hierarchy.
Vestibulum at libero. harchilliqui offic test aut mo ex es ratqui coritem. Nam is dolore officaborior ar-
ciendi comnimi, quia dolorepuda et pratem acipsamus arum, officide et accae net
vernat veria sectios sinverro blaborio doluptatus et aut etur aut la quo eos si nest
Subheads are Frutiger 65 Bold aut et officto reius, nes debis erro inctatusanis exces ea dolupta spelis nam, qui con
Vestibulum viverra. Fusce enim. Duis dolor.

Vesti bulum at libero. Lorem ipsum dolor sit Emirates Steel Industries PJSC ...
Also shown, is the formatting of text when the
corporate letterhead is used.
PO Box 9022 9022 ..
amet, consectetur adipiscing elit. Vestibulum Industrial City of Abu Dhabi (ICAD)
Musaffah, Abu Dhabi, UAE
) (
...
at libero. T +971 2 5511187

F +971 2 5072650
emiratessteel.com
+971 2 5511187
+971 2 5072650
emiratessteel.com
Letterhead Layout Guides

Font: Frutiger 55 Roman
Font size: 11pt / 13pt
Format: Left aligned
066 GRAPHIC DEVICE
069 Basic Elements Graphic Device
The Emirates Steel graphic devices are a core brand

element which can be used on a variety of media.
The delivers are derived from the brandmark and
come in a number of different artwork variants.
Colour Fill Graphic Device Artworks
Blue Gradient Grey Gradient 2 Colour Pantone 280C

Gradient
This page identifies the variants of the graphic
devices colour fills to ensure they can be used for
a number of different applications.
The graphic devices come in two main artworks
gradient fills and solid fills. There are a large
number of variations to cover any requirements
necessary. Artworks are available as CMYK, RGB
and Pantone colours.
Metallic 877C Metallic 877C Metallic 877C White
(60%) (30%)
Black Dark Grey Light Grey Watermark

(60% Black) (15% Black) (7% Black)
Keyline Fill Graphic Device Artworks
Blue Gradient Grey Gradient 2 Colour Pantone 280C

Gradient
This page identifies the variants of the graphic
devices as keyline colour fills. The graphic devices
are the same as the solid colour fills, but use only
the keyline as a colour accent. These can work on
their own or in combination with the solid fills.
Please refer to the applications section of this
guideline for more information.
Metallic 877C Metallic 877C Metallic 877C White
(60%) (30%)
Black Dark Grey Light Grey Watermark

(60% Black) (15% Black) (7% Black)
Graphic Device Options
Graphic device cropped on one edge Graphic device cropped on two edges
USING THE GRAPHIC DEVICE

This page shows how the graphic device can
be cropped. The graphic device should always be
cropped and should not appear in its entirety. As
a general rule, the graphic device should be cropped
on at least 10%, on at least one edge.
Graphic device cropped on three edges Graphic device cropped on four edges
CMYK gradient blue graphic device CMYK gradient blue graphic device CMYK gradient blue graphic device
on white background on 15% black background on CMYK blue background
Shown here are the recommended usages for the
graphic devices. It is very important to use the
correct devices in combination with the most suitable
background colours for maximum effect.
In some instances this is a bold effect, such
SPOT gradient blue graphic device SPOT gradient blue graphic device Metallic 877C graphic device
as gradient blue graphic device on top of a white
on white background on 2945C blue background on 2945C blue background background, and for other instances this is a subtle
effect, such as a metallic tint graphic device on top of
another metallic tint for the background colour.
The sheer number of combonations gives the
brand variety and flexibility and enables the brand to
work successfully across a wide range of applications.
280C graphic device on white White graphic device on 280C graphic device on
background 280C background 280C 95% tint background
Gradient grey graphic device Gradient grey graphic device Gradient grey graphic device
on white background on 15% black background on 60% Black background
Shown here are gradient grey graphic devices, as well
as the metallic pantone options. The metallic 877C
artworks provide a premium finish with subtlety and
sophistication.
The gradient grey graphic devices are used to
Metallic 877C graphic device Metallic 877C 60% graphic device Metallic 877C 30% graphic device
create the effect of a metallic or steel finish. This is
on 90% tint of 877C background on 30% tint of 877C background on 10% tint of 877C background useful when restricted to a single colour print process
or where the metallic or extra spot colour cannot be
used within a four colour print process.
Metallic 877C graphic device Metallic 877C 60% graphic device Metallic 877C 30% graphic device
on white background on white background on white background
Dark grey (60% black) graphic device Light grey (15% black) graphic device Watermark (7% black) graphic device
on white background on white background on white background
The graphic devices shown here use white, black
and tints of black to create dark and light grey hues.
These options are for use across all media and are
especially useful for single-colour printing.
Dark grey graphic device on 50% Dark grey graphic device on 30% Light grey graphic device on 10%
black background black background black background
Watermark graphic device White graphic device on 15% White graphic device on
on white background black background black background
Black graphic device on white Black graphic device on 90%

background black background
Shown here are the remaining graphic devices using
black on white or black tints. These are for use on
single colour print work where printing restrictions
apply. Please note that all of the graphic devices
shown above are solid fill or gradient solid
fill versions. The same rules, versions, and
usage for the graphic devices apply to the keyline
versions of the graphic devices. These are available
from the master artwork files.
RGB colour graphic device versions have also
been created for use on-screen. These can be found
in the master artwork folder in Ai, EPS and PNG
formats. All options excluding black are included
and are suitable for on-screen.
084 PHOTOGRAPHY
087 Emirates Steel Brand Guideline
Basic Elements Photography
Product-Focused Imagery
PRODUCT-FOCUSED IMAGERY
When using photography there are two main ways
to bring Emirates Steel alive. The first is shown here,
which is to use imagery focused around the steel as
a material - showing its flexibility and beauty across
architecture and products.
089 Basic Elements Photography
People-Focused Imagery
PEOPLE-FOCUSED IMAGERY
Our people and customers are our business. Our
image style is cool and fresh with silver hues to bring
forward the steel element and link the brands visual
style closely to the business.
This style is sophisticated and has a sense of
professionalism and dynamism, which all combine
to make the style ownable and recognizable as an
Emirates Steel asset.
090 LOOK & FEEL
093 Basic Elements Look & Feel
Left / Business Cards
Right / Letterheads
Left / Brochure Cover
Right / Brochure Spread
Brochure Spreads
Left / Website
Right / Staff Awards
Left / Uniform / Polo Shirt
Right / Uniform / Overalls
Left / Pin Badge
Right / Tie Pin
Left / Car Livery
Right / Truck Livery
Left / Exterior Icon Signage
Right / Directional Signage
108 PRINT
FINISHING
111 Basic Elements Print Finishing
PRINTING TECHNIQUES PAPER SELECTION

Below is a list of the recommended print finishing techniques Fedrigoni Splendorgel Extra White
which are available for the brand. These are as follows:
This series of stylish, beautifully smooth, uncoated papers
has an eye catching, velvety surface. Ideal for high-quality
1 Embossing & Debossing image reproduction, it is the perfect solution for a wide
2 Matt & Gloss Lamination range of applications.
3 Die & Laser Cut Available in 100gsm | 160gsm | 230gsm | 300gsm | 340gsm
4 UV Varnish & Gloss
Cordenons / Starbeam Silver (speciality paper)
A metallic paper is selected to use on special items which
require a silver / steel look and feel, giving a shimmer affect
to any project calling for attention.
Available in 285gsm
112 APPLICATION
SETUP
115 Creating Applications
Website Guidelines
Brandmark Graphic Device Top Panel Menu

WEBSITE GUIDE
Shown here is the look and feel for the Emirates
Home
Company
Quality Assurance
Health & Safety
Steel website. The brandmark should be placed
top left as this is the standard web positioning for
Products Contact
maximum recognition.
Headline SHAPING ECONOMIES Search The pages should be light and bright and use
Primary Content
Direct reduced iron
the brandmark colour palette and photo style for
coherency. Headlines may be written in PMN Caecilia
Lorem ipsum dolor sit amet, consecte
Image Boxes tur adipiscing elit. Etiam vitae neque eg
et tels dictum vehicula id sed nunc.
55 Roman. Body copy should be written in the

web-safe font, Tahoma. Colour blocking can be used
to highlight stories, and the graphic devices can
Emirates steel launches its fourth phase of expansion...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam vitae neque eget
Emirates steel sets new world
daily record... be used as a background texture and bleed
Text Boxes tels dictum vehicula id sed nunc vehicula port. Lorem ipsum dolor sit amet,
consectetur vehicula id sed nuncadipiscing elit. Etiam vitae neque eget tels
dictum vehicula port dictum vehicula id sed nunc.
Lorem ipsum dolor sit amet, consec
tetur adipiscing elit. Etiam vitae neque
eget tels dictum vehicula id se nunc.
off into the browser window.
Nov 21, 2012
There are three levels of information of the
home page.
Secondary 1. Primary - latest news and stories.
Donec eros turpis Donec eros turpis Donec eros turpis
Gravida a ultricies eu, Gravida a ultricies eu, Gravida a ultricies eu,
commodo quis lorem. Sed commodo quis lorem. Sed commodo quis lorem. Sed
Level Content
varius cons ectetur augue varius cons ectetur augue varius cons ectetur augue
2. Secondary - previous news.

facilisis eleifend. facilisis eleifend. facilisis eleifend.
Site Map | Careers | Search | Contact Us | Latest News | Information
3. Tertiary - basic factual information.

Tertiary
Level Content
117 Creating Applications
Signage Guidelines
SIGNAGE GUIDE
White Panel Full Colour Brandmark Brandmark Icon (debossed) Steel Etched panel
Our signage and way-finding is a vital element to the
brand kit of parts. Easy-to-read and well designed
signage makes for a consistent and easy to use
system which benefits the business.
Workshop 7 Shown on the opposite page are generic vertical
and horizontal signage options. Please note that this
Workshops 8, 9, 10
is not a full signage system guide but a simple guide
into positioning of the core elements.
Visitors Entrance Current area - Frutiger Way-finding text - Frutiger Using a combination of steel material, and
(debossed) White Colour
blue and white panelling is the desired effect for
Reception the signage. For more sophisticated areas, it may
Meeting Rooms Way-finding text - Frutiger be beneficial to use etched steel with no colour to
White Colour
bring a sense of quality and tactility of the product
Workshops Blue Totem Emirates Steel offers.
CONTACT US
Marketing Department
Emirates Steel Industries PJSC
PB No 9022, Abu Dhabi Industrial City (ICAD)
Mussafah, Abu Dhabi, UAE
T + 971 2 5511187
F + 971 2 5072650
E info@esi-steel.com
emiratessteel.com

Emirates Steel Guidelines 4.2

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Emirates Steel Guidelines 4.2

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EMIRATES STEEL

BIG IDEA 9 OUR COLOUR PALETTE 47

EMIRATES STEEL IS AT THE CORE THRIVING ECONOMIES NEED

Activity - City Planning

Object - Nuts & Bolts

Personality - Klaus Schwab

PROTECTING THE BRANDMARK

Vertical Brandmark Brandmark Icon

Brandmark - Minimum Size Brandmark Icon - Minimum Size

Minimum Size (Print) Minimum Size

Minimum Size (Print) Minimum Size

Full Colour 2 Colour 1 Colour

Full Colour 2 Colour 1 Colour Black White Metallic Silver

Horizontal brandmark with dual language strapline

Horizontal Brandmark with Arabic Strapline

X is equal to the cap height of the English wordmark

Endorsement Brandmark Endorsement Brandmark

Note: Always make sure the brandmark clearspace is adhered

Right aligned - Top Right aligned - Middle Right aligned - Bottom

Primary CMYK Brandmark Colour Breakdown

Pro C 100 R 0 HTML

devices which all bring the brand to life.

COLOUR USAGE GUIDE

30% Steel applications section.

ENGLISH HEADLINE TYPEFACE

ABCDEFGHIJKLMN available in a variety of weights as well as embodying

ARABIC HEADLINE TYPEFACE

Frutiger Arabic Light ARABIC BODY COPY TYPEFACE

Frutiger Arabic Roman

Frutiger Arabic Bold

WEB-SAFE ARABIC TYPEFACE

Tahoma Arabic Bold

Six Column Grid A4 Letterhead

IN PMN CAECILIA 90mm

55 Roman for body copy and captions. This should

PMN Caecilia 55 Roman always remain consistent in terms of its design

in sentence case cuptatur re accuptatis qui auta aut placcatur?

readability. Please note that the same rules apply for

Vestibulum viverra. Fusce enim. Duis dolor.

at libero. T +971 2 5511187

Letterhead Layout Guides

The Emirates Steel graphic devices are a core brand

Blue Gradient Grey Gradient 2 Colour Pantone 280C

Black Dark Grey Light Grey Watermark

Blue Gradient Grey Gradient 2 Colour Pantone 280C

Black Dark Grey Light Grey Watermark

USING THE GRAPHIC DEVICE

Black graphic device on white Black graphic device on 90%

PRINTING TECHNIQUES PAPER SELECTION

Brandmark Graphic Device Top Panel Menu

55 Roman. Body copy should be written in the

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