Usage

The Institutional logo is to be used on all materials and interactions with governments, shareholders, regulators, and in official correspondence.

Structure

Our Logo is a unique expression of how we bring energy to life. The Symbol represents a powerful burst of energy on the horizon line where land meets sky. The logo comprises two core elements: the logotype in Arabic and English, and the energy Symbol. They are both fixed elements and their proportions and position should never be altered.

Position

The logo should typically be placed in the top right corner on a given page, whenever there are other elements on the page, regardless of whether other text is in Arabic or English.

For stationery, the logo should be positioned on the top right corner, or the bottom right corner when the primary position is not possible.

For digital use (e.g., websites, applications, or social media, etc.), the logo can be placed in any one of the four corners of the page, or in the most suitable place within the page. When the logo is being used on its own on a layout, such as for a podium or at the end of a digital animated banner, it should be centered vertically and horizontally within the space.

For final slides of presentations or end-frames of motion pieces, the logo should be positioned in the center. However, when the logo is used with a headline, it should be positioned in the top right corner.

For advertising, the logo should be primarily placed in the top right corner, but in extreme circumstances it also can be placed in the top left or right bottom corner.

Protection

The institutional logo should always be used with enough space around it so that it is clearly legible and not obscured by other graphic elements.

Special finishes

All special finishes that require a one-color version of our identity use the word mark only. For impact, make sure there is sufficient contrast between the finish and the substrate. Special finishes may be used for premium applications, such as CEO collateral. The examples on the left illustrate how we use the word mark for various reproduction finishes.

Do not use our symbol if the application does not allow for effective reproduction.

Separating elements

For physical signage at events and other spatial applications, the wordmark and symbol can be separated. In these circumstances the wordmark and symbol should be placed at opposing sides with an exclusive clear space around. The space between the wordmark and symbol differ depending on the format and size. If both elements are less than five symbols distant, the normal lockup should be used.

Single color

When it is not possible to reproduce the full institutional logo due the nature of the symbol, the institutional wordmark can be used. This should typically be placed at the top right. However, it can alternatively be used in the center or bottom right on windows and doors, if appropriate, to increase visibility.

Tool kit

The institutional visual system should express formality and sophistication.

See also