EAD Brand Guidelines v.2

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EAD Brand Guidelines

April 2011 (V.2)
Contents Page
A Word from Our Secretary General II

Who We Are 1
What We Do 1
Our Key Messages 1
How to Use these Guidelines 1
Tone of Voice and Writing Style 2
Logo 3
The Meaning of Our Logo 4
How Our Name Is Written 4
The logo; Colour 5
The logo; Colour Reference Chart 6
Variations on the Core Logo 7
Spatial Considerations 8
Colour Variations 1 9
Non-permissables 1 12
Non-permissables 2 13
Motifs 14
Logo Motifs 1 15
Logo Motifs 2 16
Fonts 17
Arabic Fonts 18
English Fonts 18
Creative Font Styles 18
Stationary 19
Letterhead: Arabic 20
Letterhead: English 21
Letterhead: Governing Board 22
Business Cards/With Compliments Slips 24
Envelopes 1 25
Envelopes 2 26
Facsimile Cover Sheet: Arabic 27
Facsimile Cover Sheet: English 28
Internal Memorandum 29
Forms/Colour 30
Forms/Black and White 31
Notepad/USB/Jute bag/Tissue box/Post Its 34
CD sticker & Jacket 35
ID Cards and Fishing Licences/Visitors Card/Other Cards 35
Corporate Folders 36
Desktop Diary & Calendar 36
Literature 37
Brochures 38
Posters 43
Books 44
Advertisements 46
Imagery 47
Green Printing 48
Signage 49
Electronic Presentations 51
Website 52
E-mail Signature 53
Gift Wrapping 54
A Word from Our

Secretary General
Our identity represents our history, our future, our

values, the way we treasure our employees and
our deep passion for protecting our environment.
It is our statement to the outside world about who
we are, what we do and an embodiment of our
mission to carry forward the late Sheikh Zayed bin
Sultan Al Nahyan’s environmental legacy. We ask
all our stakeholders and employees to abide by
these brand guidelines so that our identity
remains a source of pride and epitomizes an
Emirate determined to lead in environmental
protection.
Razan Khalifa Al Mubarak

Secretary General
Environment Agency – Abu Dhabi
page II
Who We Are
The Environment Agency – Abu Dhabi (EAD) was
established in 1996. EAD is the Government entity
responsible for championing environmental
sustainability, protecting the environment and wildlife
of Abu Dhabi, protecting groundwater, and ensuring
that the economic vision for Abu Dhabi is achieved in
a way that protects our natural heritage and maintains
a good quality of life for all, now and in the future.
What We Do
Our work includes water resources and water quality,

climate change and air quality, marine and terrestrial
biodiversity and wildlife conservation. We develop and
implement policies, we regulate business operations,
deliver targeted projects and run environmental
education and awareness programmes.
Our Key Messages

1- Our regulatory role is contributing to the Abu Dhabi
government vision of environmental sustainability.
2- We are helping preserve Abu Dhabi’s natural

resources and habitats for current and future
generations.
3- We are helping to build an engaged and

empowered community through effective education
and awareness programmes and campaigns.
4- We work in partnership with national and

international Government, Private Sector, NGOs
and the community to achieve our goals.
How to Use these Guidelines

Maintaining a coherent identity is fundamental to
communicating the nature of EAD. These guidelines
ensure our brand is communicated with consistency
and to high quality standards. These guidelines
control the use and application of the EAD brand.
EAD employees, external agencies and our suppliers
are required to adhere to these guidelines. We
appreciate your continued cooperation in maintaining
our strong brand and design standards. Whenever in
doubt, whenever producing any resource material or
marketing collateral that involves the use of the EAD
brand, please consult:
Mrs. Amani Issa
Specialist, Brand
Communications and Marketing Department
Environment Awareness Sector
aissa@ead.ae
Copyright © Environment Agency-Abu Dhabi

page 1
All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means,
electronic, electrostatic, magnetic tape, mechanical, photocopying, recording, scanning or otherwise, without permission in writing from the
publisher.
Photography by:Xavier Eichaker, Hanne& Jens Eriksen, Doug Perrine and Carole Harris.
Environment Agency–Abu Dhabi (EAD)

P.O Box 45553, Abu Dhabi, UAE, T: +9712- 4454777, F: +9712- 4463339, www.ead.ae, customerservice@ead.ae
Tone of Voice and Writing Style

Every time an EAD employee communicates with a
member of the public, they are acting as an ambassador
for EAD. They are projecting the EAD brand. What they
say and how they say it will impact on that person’s
perception (positively or negatively) of EAD and its ability
to do its job well.
If you are speaking or writing on behalf of EAD, make

sure that you speak to our audience in a tone of voice
that reflects our brand values:
1. We are passionate about our work and aim to lead
by example.
2. We always seek to be transparent and accountable.
3. We are continually striving to improve the way we
work.
4. We face up to challenges and work to find
innovative, science-based partnership solutions.
This means our tone of voice should convey:

- Our deep, unswerving commitment to conserving our
natural heritage.
- Openness about what we do and how we work
because we know we are serving the public and the
emirate.
- Humility that we are always trying to do better, and
that we will never stop in our efforts to do things as
well as possible.
- Honesty that the issues are serious, and a
recognition that we alone do not have all the answers
but that this is something we all need to work
together to tackle.
Due to the complex environmental issues we

communicate about, the words we use need to be as
simple and accessible as possible. This means they
need to be free of acronyms and of overly technical
language. Our sentences should be short and clear and
active verbs should be used. This should also be
reflected in the way we write. Similarly, our copy should
always be PHIAA: Positive, Honest, Informative,
Accessible (ie. jargon-free) and Accurate.
Examples of Bad Writing Style:

1. The fish kill was a disaster. The Environment Agency
- Abu Dhabi single-handedly saved the day. We
wonít allow company X to do this outrageous thing
again.
ANALYSIS: This is both negative and arrogant in
tone. It also publicly accuses a stakeholder as well
as makes a promise EAD may not be able to keep.
2. When you monetize the ecosystem derivatives into a
quantified paradigm, you rapidly ascertain the APB
value of such quantities in a vertical sense of
interpreting the concept whereby alternatives...
ANALYSIS: Long, wordy, and completely
incomprehensible! This will alienate audiences!
Examples of Good Writing Style:

1. We work, through partnerships, to help create
sustainable communities and conserve wildlife.
ANALYSIS: Simple, humble, clear and positive.
2. Keeping our environment safe and clean is a
challenge. However we can work together to help
build a better Abu Dhabi for our children.
ANALYSIS: This openly acknowledges the problem
in a balanced way, then communicates a sense of
purpose and commitment.
page 2
Logo
The Meaning of Our Logo
How Our Name Is Written
The Logo; Colour
The Logo; Colour Reference Chart
Variations On the Core Logo
Spatial Considerations
Colour Variations
Non-permissables
page 3
The Meaning of Our Logo

The main feature - a globe, represented by a sphere,
which is embraced by 2 dramatic arcs. These arcs
symbolize the goals of Abu Dhabi government being
the balance between prosperity and sustainability.
Core Logo The colors- blue and green have been chosen to
reflect the two fundamental elements of our
environment: water and earth.
The two arcs represent the goals of Abu Dhabi Government being the balance
between prosperity and sustainability. Their colours symbolize earth and water.
How Our Name Is Written

Our name is Environment Agency - Abu Dhabi, and it
The sphere represents the globe,
should always be written in this way within any text.
the basis for our environment.
The only abbreviation that should be used is (EAD).
Old Logo
This version should no longer be used.
page 4
Core Logo A; printed from 3 spot colours EAD Brand Guidelines
The Logo; Colour
The logo is made up of 3 colours. Whenever

PANTONE® Coated 301 c PANTONE® Coated 3415 c
possible, these should be printed as spot PANTONE®
colours;
Green. PANTONE® Coated 3415

Blue. PANTONE® Coated 301
Process Black
Black. Process Black
Logo A on the left shows such a logo.
PANTONE® Coated 3415 c
Core Logo B; printed from 4 colour process Sometimes, it may not be possible to print ‘special’
(spot) colours and you will need to create the logo
from the 4 colour process. In these cases, the colour
values are;
Green. Cyan 100%. Magenta 20%. Yellow 78%. Black 7%

Blue. Cyan 100%. Magenta 54%. Yellow 8%. Black 6%
Black. Cyan 0%. Magenta 0%. Yellow 0%. Black 100%
PANTONE® Coated 301 c PANTONE® Coated 3415 c

Logo B on the left shows such a logo.
Process Black
PANTONE® Coated 3415 c
PANTONE® is a registered trademark of Pantone, Inc.

The colours shown on this page and throughout these
guidelines are for reference only and not intended to
replace the Pantone Colour Standards.
Author’s note: Whilst care has been taken to accurately reproduce colours, users should refer to printed tint and colour guides for reliable colour references page 5
The logo; Colour Reference Chart
Tints of the logo may be used to extend the colour

palette. The tint chart shown here uses PANTONE®
PANTONE® colours but similar effects can be achieved using the
four colour process, CMYK and RGB.
CMYK
C 100%
C 100% C 0%
M 54%
M 20% M 0%
Y 8%
Y 78% Y 0%
K 6%
K 7% K 100%
RGB
R 88
R 84 R 00
G 122
G 135 G 00
B 175
B 92 B 00
PANTONE® is a registered trademark of Pantone, Inc.

The colours shown on this page and throughout these
Process Black PANTONE® PANTONE® guidelines are for reference only and not intended to
3415 c 301c replace the Pantone Colour Standards.
Logo A: Logo with tagline

Variations On the Core Logo
Logo with tagline

This variation would only be used when express
instructions are given. Otherwise, the core logo shown on
earlier pages must be used. Use the logo shown on the
left, labeled A. The logo which contains the Arabic tagline
Preserving our heritage. Protecting our future. can be used in Arabic publications, and the logo with the
English tagline can be used in English publication.
.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf
Logo B: Single language/English

Single language/English
The single language variation would only be used when
EAD is being promoted in an English-speaking country
(ie. abroad). In these cases, use the version of the logo
shown on the left, labeled B.
Logo with the name at the bottom

Logo C: Logo with the name at the bottom This variation would only be used when express
instructions are given. Otherwise, the core logo shown on
earlier pages must be used. Use the logo shown on the
left, labeled C.
Logo D: 15th anniversary logo

15th Anniversary Logo
This variation would only be used when express
instructions are given. Use the logo shown on the left,
labeled D. Otherwise, the core logo shown on earlier
pages must be used.
Animated logo
This variation would only be used on a screen at an event
or on a video. Request this version from the
Communications & Marketing Department.
Logo A; Minimum measurements
Spatial Considerations
The space occupied by the logo and the colour on
which it ‘sits’ are important considerations.
In its normal vertical format, it is suggested that the
10mm is minimum X measurement logo should not appear less than 26mm in total
height, see A.
In order to protect its visibility, a minimum ‘clear

space’ area must surround the logo at all times. In
this way, we protect against visual clutter and allow
the logo to sit within a safe area, see B.
The safe area is equivalent to twice the X height of

22mm is minimum X measurement
the logo in all directions.
Logo B; Logo safe area
The safe area is equivalent to X height x2
The safe area is equivalent to X height x2
Author’s note: Failure to comply with these guidelines will compromise our brand standards page 8
Logo A; Solid black EAD Brand Guidelines
Colour Variations 1
A number of colour variations are permissible in
order to facilitate various printing formats, and only
when express instructions are given.
The mono (one colour version) may be printed in;
• A Solid black
• B Solid green
• C Solid blue
• D Black continuous tone
Logo B; Solid green
Logo c; Solid blue
Logo D; Black continuous tone
Logo E; Gold foil EAD Brand Guidelines
Colour Variations 2
A number of colour variations are permissible in

order to facilitate various printing formats, and only when
express instructions are given.
The mono (one colour version) may be printed in;

• E Gold foil
• F Silver foil
• G Embossed without colour
• H Logo with white block on dark background
Logo F; Silver foil
Sometimes it is necessary to place the logo on a picture
or a dark background. In these instances, a white box
should appear behind the logo.
Logo G; Embossed without colour
Logo H; Logo with white block on dark background
Logo A; Reversed out of solid colour EAD Brand Guidelines
Colour Variations 3
The logo should, whenever possible, be positioned on

a white background. However, one or two
exceptions exist in order to overcome special
circumstances.
The logo may be presented out of a solid colour, A,

providing that colour does not conflict with the logo.
The example shows the logo on a black background.
Such circumstances will exist predominantly in an
electronic domain when the background is
sometimes more effective when dark in colour.
The logo may also be printed on a solid green

PANTONE® 3415, or CMYK equivalent, B.
It is permissible to print the logo in full colour on

off-white paper, C. This may be especially useful when
using recycled or environmentally friendly
paper stock.
Logo B; Reversed out of solid green
Logo C; Printed on off-white stock
Non-permissible A; Position of symbol in relation to text EAD Brand Guidelines
Non-permissables 1
It is imperative that our logo is not changed, distorted

or wrongly applied under any circumstances. On the
left are examples of how the logo should not be used.
A. Do not alter the distance between the symbol and

the text in the logo. The relationship between them is
fixed and cannot be changed.
B. Do not distort, stretch or compress the symbol

or the text in any way. The dimensions of the logo
are fixed.
C. The colours of the logo or any elements within the

logo must not be altered. The only colour alterations
which are permissible are shown in the relevant section.
D. Do not change the arrangement of text. For instance,

Non-permissible B; Distortion of symbol or text it is not permitted to run the text around the symbol.
E. Do not use the symbol without the text. The logo unit
should not be altered or any element left out.
Non-permissible C; Colour alterations
Non-permissible D; Distortion of text
Non-permissible E; Logo without text
Non-permissible F EAD Brand Guidelines
Non-permissables 2
It is not permitted to place the logo on a picture

or solid and strong colour (other than those colours
specified in the previous section). Given the intricate
and colourful nature of the symbol, strong or complex
backgrounds detract from its impact and make it
difficult to‘read’. Even blurred images interfere with the
clarity of the logo and should not be applied under any
circumstances.
F. Pictures should not be used behind the logo.
G. Solid strong colours should not be used under the

logo.
H. Do not use blurred or abstract imagery behind the

logo.
Non-permissible G
Non-permissible H
Motifs
Logo Motifs 1
Logo Motifs 2
page 14
Motif A; 10% black. 2 arcs EAD Brand Guidelines
Motifs 1
Certain elements from within the logo have been

adapted to create motifs. Such motifs are useful
as background design elements in printed literature.
They help to extend the brand language by providing
additional design elements which, over time, become
synonymous with the Environment Agency-Abu Dhabi.
Four motifs have been approved for use. These are

shown on the left. It is not permitted to further extend
this range of motifs without the prior permission of
the Communications and Communications & Marketing
Department at the Environment Agency-Abu Dhabi.
Motif B; 10% PANTONE® 3415 c. 2 arcs However, it is permitted to distort the proportions of
these motifs and to alter the tint values in order to fit a
specific design requirement.
Motif C; 10% black. 1 arc
Motif D; 10% PANTONE® 3415 c. 2 arcs
Author’s note: It is important to remember that these are visual abstractions and should bear little resemblance to the original logo page 15
Abstract motif A; Layered Photoshop® document EAD Brand Guidelines
Motifs 2
It is permitted to create layered motifs, such as those

shown on this page, for use as mastheads,
backgrounds in electronic presentations and as
text-holders.
The examples shown have been developed to show

typical usage. Whilst users are not restricted to these
options, permission must be sought from the Media &
Publication Department at the Environment Agency-
Abu Dhabi, prior to using alternative designs.
Examples of these motifs in use may be found in later

sections of this manual.
Abstract motif B; Layered Photoshop® document
Abstract motif C; Layered Photoshop® document
Abstract motif D; Layered Photoshop® document
Author’s note: It is important to remember that these are visual abstractions and should bear little resemblance to the original logo page 16
Fonts
Arabic Fonts
English Fonts
Creative Fonts Styles
page 17
Primary Fonts Fonts

It is important to follow these instructions for letter
For PC writing in order for all our communications to follow a
Body text consistent grid and therefore present a uniform
Arabic Transparent Light
appearance regardless from whom the communication
derives.
The letter for PC should always be typed

Heading Arabic Transparent Bold
in Arabic Transparent Light.
The title line is in Arabic Transparent Bold.
or
For Mac
… h √ ¿ Ω ∫ ∑ ¥ ± Æ ´ ® • ¢V ¢U ¢T ¢S R Q P O ñ ì ê ç ä Ü CG The letter for MAC should always be typed
Body text AXTGihaneLight
in Arabic AXTGihaneLight.
1234657890/-+()*&^%$#@! The main heading is in AXTGihaneBold.
Heading … h √ ¿ Ω ∫ ∑ ¥ ± Æ ´ ® • ¢V ¢U ¢T ¢S R Q P O ñ ì ê ç ä Ü CG AXTGihaneBold
1234657890/-+()*&^%$#@!
English for PC or MAC
Body text ABCDEFGHIJKLMNOPQRSTUVWXYZ Gill Sans light
1234657890/-+()*&^%$#@!
Sub-heading ABCDEFGHIJKLMNOPQRSTUVWXYZ Gill Sans regular

1234657890/-+()*&^%$#@!
Main heading ABCDEFGHIJKLMNOPQRSTUVWXYZ Gill Sans bold
1234657890/-+()*&^%$#@!
Secondary Fonts
For books, brochures and posters
Helvetica Neue Bold

Wild Birds ájÈdG äÉJÉÑædG AXtManal
Helvetica Neue Wild Flowers ájôëÑdG áÄ«ÑdG AXtCanar
For childrens’ publications
CgArtistik Enviro Spellathon á∏«ª÷G ÉæàÄ«H AXtDamaa
Stationary
Letterhead
Business Cards
/Compliments Slips
Envelopes
Facsimile Cover Sheet
Internal Memorandom
Forms
Notepad/USB/Jute Bag/Tissue
Box/Post Its
CD Sticker & Jacket
ID Cards/ Visitors
Corporate Folders
Desk Diary & Desk Calendar
page 19
Letterhead: Arabic
6
34mm
46

Preserving our heritage. Protecting our future.
The letterhead is A4, 297x210.
It is designed in a dual language

format.
The letterhead should be printed

out of the 3 designated spot
colours;

It is important to follow the

instructions for letter writing in
order that all our communications
follow a consistent grid and
therefore present a uniform
appearance regardless from whom
the letter derives.
The letter should always be typed

in Arabic Transparent Light 12 point or
AXTGihaneLight 12 point . The
subject line is in Arabic Transparent
Bold or AXTGihaneBold 12 point.
By adhering to the spacing

guidelines, all letters will appear
uniformly constructed.
Motif.10% PANTONE® 3415. 2 arcs
PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae Arabic font; AXTGihaneLight 10 point
Tracking 30
English font; Myriad Roman 7.5
Tracking 7
Address panel centred at base of page
page 20
Letterhead: English
6
34mm
46

The letterhead is A4, 297x210.
It is designed in a dual language

format.
The letterhead should be printed

out of the 3 designated spot
colours;

It is important to follow the

instructions for letter writing in
order that all our communications
follow a consistent grid and
therefore present a uniform
appearance regardless from whom
the letter derives.
The letter should always be typed in

Gill Sans Light 12 point. The subject
line is in Gill Sans Bold 12 point.

Arabic font; AXTGihaneLight 10 point

PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae Tracking 30
Tracking 7
page 21
Letterhead: Governing Board

6
Office of His Highness the Chairman IQGOE’G ¢ù∏`````› ¢ù````«FQ ƒ`ª`°

q S Ö```àμè
34mm
46

Some members of the Governing

Board have a specially designed
letterhead bearing their name.
The title is printed in Silver Foil

and is on either side of the logo.
The letter should always be typed

in Arabic Transparent Light 12 point or


Tracking 30
PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae English font; Myriad Roman 7.5
Tracking 7
page 22
Continuation Sheet
25mm
The continuation sheet is printed in

two colours;


Tracking 30
PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae English font; Myriad Roman 7.5
Tracking 7
page 23
Business cards; Arabic & English
Business Cards / With

Compliments Slips
PO Box 45553
Abu Dhabi
Business cards are 90mm x 50mm and printed on
Axt GihaneBold 12 point »`∏``Y óª``MCG ó```æ¡e United Arab Emirates both sides in the three spot colours;
AxtGihaneLight 10 point AÓ``ª`Y á``èóN ∫hDƒ```°ùe Tel: +971 2 445 4777
Fax: +971 2 446 3339
Myriad Bold 8 point Muhannad Ahmed Ali Direct Tel: +971 2 693 4403 Green. PANTONE® Uncoated 3415c
Officer - Customer Service Direct Fax: +971 2 499 7250
Myriad 7 point Blue. PANTONE® Uncoated 301c
Email: mali@ead.ae
Website: www.ead.ae Myriad Roman 7 point Black. Process Black
On one side, the name of the staff member is printed in

Myriad Bold 7 point, all other text is printed
in Myriad Roman 7 point.
Business cards; reverse
On the reverse, they are printed one solid colour
The With Compliments slip measures 210mm x

99mm.
Preserving On the front side they are printed 3 colours;

our heritage.
Green. PANTONE® Uncoated 3415c
Protecting Blue. PANTONE® Uncoated 301c
our future. Black. Process Black
On the reverse, they are printed one solid colour;
Green. PANTONE® Uncoated 3415c
With compliments slip; Arabic/English
äÉ«æªàdG Ö«WCG ™e
With compliments
PO Box 45553 45553 .Ü.¢U

Abu Dhabi »ÑX ƒHCG
United Arab Emirates IóëàŸG á«Hô©dG äGQÉeE’G
Telephone: +971 2 445 4777 +971 2 445 4777 :∞JÉg

Facsmile: +971 2 446 3339 +971 2 446 3339 :¢ùcÉa
Website: www.ead.ae customerservice@ead.ae
Print reverse in solid 355
page 24
Envelopes 1
Several envelope types exist:

DL, C4, C5 etc.
All envelopes are printed using three spot colours.

The front of each carries the 10% motif.
The flap has a solid green exterior.
DL (220 x 110mm)
38
Do not type below this line
PO Box 45553 45553 .Ü.¢U

Telephone: +971 2 445 4777 +971 2 445 4777 :∞JÉg

Facsmile: +971 2 446 3339 +971 2 446 3339 :¢ùcÉa
page 25
This page shows other envelope formats.
Envelopes 2
page 26
PO Box 45553 45553 .Ü.¢U
Telephone: +971 2 445 4777 +971 2 445 4777 :∞JÉg
Preserving our heritage. Protecting our future. Facsmile: +971 2 446 3339 +971 2 446 3339 :¢ùcÉa
C4 (334 x 229mm)
Facsimile Cover Sheet: Arabic

5mm
35mm
The fax cover sheet is designed

in solid black for ease of
reproduction.
Messages should be typed in;

Arabic Transparent Light 12 point or
Arabic font; AXTGihaneLight10 point

Tracking 0
page 27
Facsimile Cover Sheet: English

5mm
35mm
To Company
Telephone: Fax
Cc The fax cover sheet is designed

in solid black for ease of
From
reproduction.
Telephone Ext Fax
Date Ref Gill Sans Light 11 point on 13 point
leading (line spacing). The subject
Subject
of the correspondence should be
Total of pages typed in Gill Sans Bold 11 point.
Urgent For review For comment For reply For recycle
PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae
Tracking 0
page 28
Internal Memorandum
5mm
35mm
Internal memorandum
The internal memorandum sheet is

designed in solid black for ease of
copying and cost efficiency.

Gill Sans Light 11 point. The subject
of the correspondence should be
typed in Gill Sans Bold 11 point.

Tracking 30
PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, customerservice@ead.ae Tracking 7
page 29
Forms/Colour
5mm
35mm
Local Purchase Order
Order Number
Date
To All colour forms follow a basic grid.

The logo is in a fixed position
Telephone Number
centred at the top of the page.
Page
The form should not fill an area larger
PLEASE SUPPLY THE FOLLOWING GOODS AND/OR SERVICES
than that shown
opposite and, in particular, should
Nos. DESCRIPTION QUANTITY UNIT PRICE AMOUNT
leave a safe area of minimum 7mm
at the base of the page.
TOTAL
Other details as per your offer
Finance Manager: .........................................................................

Ref No.............................................. Dated........................
ASGFA: .........................................................................
For further details please call 02 681 7171
(Kindly confirm by return) Secretary General: .........................................................................
Managing Director: .........................................................................

A/C No.................................................................................. Arabic font; AXTGihaneLight 10
point
Tracking 30
Tracking 7
Address panel centred at base
of page
7mm
page 30
Forms/Black and White

5mm
35mm
All black and white forms follow a

basic grid. The logo is in a fixed
position centred at the top of the
page.
The title of the form in English and

Arabic are underlined by a bold
black key line.

than that shown opposite and, in
particular, should leave a safe area of
minimum 7mm at the base of the
page.

Tracking 30
Tracking 7
7mm
page 31

5mm
35mm
Leave Application Form IRÉ`````LEG Ö```∏W êPƒ````‰

basic grid. The logo is in a fixed
page.

black key line.

than that shown opposite and, in
particular, should leave a safe area of
minimum 7mm at the base of the
page.
7mm
page 32

5mm
35mm
Purchase Request Form äÉ`````jÎ````°ûe Ö```∏W êPƒ````‰

basic grid. the logo is in a fixed
page.

black key line.
The body of the form utilizes the

area shown. The form should not fill
an area larger than that shown
opposite and, in particular, should
leave a safe area of minimum 7mm
at the base of the page.
7mm
page 33
Note pad
Notepad/USB/Jute Bag/Tissue
Box/Post Its
Use the colored logo as shown on these items.
USB
Post its
Jute bag
.»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf

.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V
Preserving our heritage.
Protecting our future.
Reusable tissue box
page 34
CD sticker and jacket EAD Brand Guidelines
CD Sticker & Jacket
ID cards Cards
ID Cards and Fishing Licences

These cards shall be printed in metallic color with the
Ahmed Al Mansouri
Lead Manager
…Qƒ°üæŸG óªMCG
∫hCG ôjóe
same style shown.
Employment No. 148 148 :∞``«XƒàdG º``bQ
Employment Date: 10/6/2000 2000/6/10 :ø````««©àdG ï``jQÉJ
Visitor Cards
P. O Box 45553 Abu Dhabi, UAE, Telephone +971 2 4454777
These cards shall be printed in:
Fishing Linecses Blue. PANTONE® Coated 301
Traditional Fishing License …ó«∏≤àdG ó«°üdG á°üNQ
¥Ó◊G - ó«°üdG äGó©e ΩGóîà°SG íjöüJ Other Cards
º°SE’G
íjöüàdG ºbQ
¬d ìöüŸG º°SEG Any other cards shall be printed in metallic green or
QGó°UE’G
ÜQÉ≤dG º°SEG
AÉ¡àfE’G
metallic blue or metallic grey gradiations which are the
ÜQÉ≤dG ºbQ
QGó°UE’G ïjQÉJ Agency logo colors.
™«bƒàdG
™«bƒàdG AÉ¡àfE’G ïjQÉJ
Visitor cards
page 35
Signature folder EAD Brand Guidelines
Corporate Folders
(i.e. Signature folders, MoU folders)
Use blue environment friendly leather as shown.
Engrave logo in the middle on both sides to

allow for opening from 2 sides.
Desktop Diary & Desk Calendar
Use environment friendly leather as shown for both.
Size is fixed at 23cm h X 17cm w.
Reusable
Reusable Jacket and Calendar Stand.
Desk Calendar
Use already-developed Diary and Calendar templates

for inside pages.
Reusable
Desk Diary
page 36
Literature
Brochures
Leaflets
Posters
Books
Corporate Advertisement
Imagery
page 37
Given the diversity of required publications, it is permissable
to implement the following rules with some flexibility.
Logo and masthead are fixed in a constant position.
Masterhead color must be consistent with the
logo color theme. The image areas are set according to a
very flexible template. One large image or up to four
smaller images may be used on front covers.
Front covers comprise a masthead which
can be any colour or may utilise one of
the pictorial mastheads provided.
All borders are shown for diagramatic purposes
only and should not be reproduced. A4 Brochures; Front Cover
33
centre heading
200
50
12
page 38
A4 Brochures; Back cover
33
200
50
PO Box 45553 45553 .Ü.¢U
Telephone: +971 2 445 4777 +971 2 445 4777 :∞JÉg

Facsmile: +971 2 446 3339 +971 2 446 3339 :¢ùcÉa
12
page 39
A4 Brochures
As the examples below show - the grid can be
used in a number of ways. Single or multiple
images can be placed within the 4 panels of the front
cover. The grid is flexible and is open to your
interpretation.
The masthead is shown in a number of different

colours. It is also demonstrated using the coloured
motif.
The three front covers marked 'B' show the

arrangement for Arabic front covers.
A; English front cover layout

heading in this position ranged right heading in this position ranged right heading in this position ranged right
Preserving our heritage. Protecting our future. Preserving our heritage. Protecting our future. Preserving our heritage. Protecting our future.
B; Arabic front cover layout

heading in this position ranged left heading in this position ranged left heading in this position ranged left
.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf .É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf .É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf
Author’s note: The grid is only shown here as a guide. page 40

A4 Brochure inside spreads Brochures; Inside Spreads
The brochure spreads shown are constructed upon a

3 column grid. Two columns carry text, the third is for
Main heading supplementary information such as captions.
Helvetica Neue Bold
Main headings can either be on a white background

or reversed out of one of the primary solid colours.
The use of flat colour creates a sense of solidity and

depth. Use flat colour to emphasise imagery or carry
important text.
Sub-heading
Helvetica Neue Regular
The motif can be used as a tint behind text or over an
image. Additionally, it may be applied as a varnish for
Body text
a more subtle effect.
Helvetica Neue Regular
This is only a suggested grid. You may wish to

interpret this in your own way.
Main heading
Body text
heading in this position ranged left

DL Brochures front / back covers EAD Brand Guidelines
DL Leaflets
These small leaflets conform to a very flexible grid.

On the front cover, a masthead carries the title of the
publication. The logo is centred at the base of the
page. The grid is very flexible and open to your own
interpretation.
The back cover comprises a continuation of the

masthead.
FRONT BACK
PO Box 45553 45553 .Ü.¢U

Preserving our heritage. Protecting our future. Telephone: +971 2 445 4777 +971 2 445 4777 :∞JÉg
Facsmile: +971 2 446 3339 +971 2 446 3339 :¢ùcÉa

Posters
The Environment Agency-Abu Dhabi produces posters
of varying sizes. A simple grid has been established in
order to create a consistent ‘family’ appearance,
regardless of size or message.
This grid is flexible and open to your own interpretation.
The picture area (indicated in green) is divided into 4

equal squares. Pictures may be arranged within
these areas, using one or more squares as shown.
Preserving our heritage. Protecting our future. Preserving our heritage. Protecting our future.

Books
The Environment Agency-Abu Dhabi publishes many
books on various environmental subjects.
This grid is flexible and open to your own

interpretation.
EAD logo is placed on the back cover and on the book

spine as shown.
NB: Sponsor and/or Co-sponsor’s logo

appear on the back cover of the publication.
The logo is placed on white box.
Recomended font to be used on cover:
English title font: Adobe Garamond Pro Bold/Sb

or Helvetica Neue Bold/Regular
Arabic title font: AXt Boutros Advertising Bd
Book back cover Book spine Book front cover
Terrestrial
Environment
of Abu Dhabi Emirate
This book is about the terrestrial environment of Abu Dhabi
Emirate compiled from the contributions of various experts.
It gives a fascinating comprehensive picture of the terrestrial
environment of the Emirate.
The Introductoroy chapter provides the necessary scene

setting, outlining each chapter and the manner in which the
chapters progressively unfold their various contributions to
the overall ecology of the Emirate of Abu Dhabi.
The chapter on the geology is wonderfully written and

leaves the reader with a thorough grounding in the overall
geology of the Emirate as well as insights into some of the
more unique processes such as the coastal sedimentation
and the formation of the distinct local ‘Sabkha’ that proves
to be such a magnet to students of geology from around the
Environment
globe.
Terrestrial
Terrestrial
The chapter on soils provides a detailed description of the
various soil types from the entisols of the sand dunes to the
inceptisols of the inter-dunal plains and how the soils are
formed. The chapter provides a detailed description of the
importance of environmental factors such as temperature
and moisture in the soil forming process.
The chapter on climate provides an update to earlier work,
Environment
describing the history of climatic recording in Abu Dhabi and
an analysis of the accuracy of some of the earlier data.
The chapter on water explains the influence of climate on

the availability of water and the relationship with geology
and water quality in the various aquifers. It describes in
great detail the marvellous falajes that allowed scarce water
resources to be tapped and used for irrigation and it
discusses some of the problems faced in terms of sustainable
use of water resources.
The chapter on the flora and vegetation is an overview of
the dominant vegetation types associated with sabkha,
dunes, plains, mountains and island habitats, as well as the
more artificial habitats such as oases, farmland and
plantations.
The chapter on birds describes the status and distribution of

birds in the UAE, highlighting important and threatened
species and delving deeper into some of the major threats to
birds. The chapter also examines conservation measures
and makes recommendations for conservation priorities.
Stunning photographs help to bring the chapter on reptiles

in the UAE to life, helping to illustrate the vibrant
colouration of some reptiles and the cryptic colouration of
others. The chapter discusses the history of herpetology in
the UAE, zoogeography and conservation of reptiles.
The chapter on the terrestrial mammals provides detailed

descriptions of the various species along with details of their
distribution, habitat preferences and key characteristic
features. Beautifully illustrated with photographs and packed
full of detailed descriptive text.
This chapter on Arthropods provides a systematic account

of the main subphyla and highlights the environmental,
economic and medical importance of many of the species to
be found in Abu Dhabi.

Chapter cover spread
Books; Inside Spreads
The book spreads shown are constructed upon a

2 column grid.
Main headings are in a fixed position and can either

be on a white background or reversed out of one of
the primary solid colours.
Main heading
Sub-heading
Inside spread
Sub-heading
Body text
Inside spread

Recruitment advertisement
Advertisements
Recruitment Advertisement
Director, Environment
Management Sector - Abu Dhabi
The Environment Agency-Abu Dhabi (EAD) is looking for a dynamic,
motivated and creative individual with a track record of results to
lead its Environment Management Sector.
The challenge: The United Arab Emirates is a place where environmental

issues are paramount in the government’s drive towards development and
sustainability. It is home of the ambitious Masdar Initiative and the International
Renewable Energy Agency, with the UAE also tackling energy and water issues through
its ground-breaking Ecological Footprint Initiative.
About us: The Environment Agency-Abu Dhabi, in the UAE’s largest emirate,
has been leading on conservation and regulation of the environment since 1996.
The job: This is a unique opportunity to develop and implement environmental

regulations and standards that will help in fulfilling Abu Dhabi’s vision of becoming one
of the top governments in the world.You will lead a high performing multi-disciplinary
team with the responsibility for development of continuous improvement plans to
enhance environmental performance in Abu Dhabi. You will also ensure the following
and implementation of relevant policies, procedures and systems to meet best practice
and improving them where required.You will have overall responsibility for the day to
day management and direction of the Environment Management Sector which
includes: Environment Inspection & Auditing, Environment Permitting & Assessment,
Environmental Health & Safety, and Air & Climate Change Departments.
About you: You should have a minimum of 15 years’ experience with at least
the last 6 years at senior level in a similar / relevant role. The academic requirements
are for a PhD or MSc in Environmental Engineering and / or Environmental
Management from a reputed academic institute. Experience of UAE/Middle East is a
plus.
Deadline for applications: 2 weeks from the date of

the advertisement. Send your CV, letter
explaining your professional experience and
address either by fax: +971 2 4464728
or online : www.ead.ae/en/ejobs
Corporate advertisement
Corporate Advertisement
Coming soon

Photo sample with credits EAD Brand Guidelines
Imagery
We use imagery to illustrate our brand in a powerful

way. The environment we aim to protect and the arena
in which we work is visually exciting and this should be
reflected in the communications we produce. We aim
for high quality images and when it comes to ‘people’
shots, we avoid staged shots and instead use shots of
EAD employees in action. We avoid depressing, over
cast and dull images. Moreover, all imagery is
accurately captioned. We credit our photographers as
shown on the left.
Some necessary technical specifications:

- Resolution : minimum 300 dpi (for A4 approximate
size).
- Uncompressed RGB files, not single channel
grayscale or CMYK.
© Xavier Eichaker Environment Agency-Abu Dhabi - TIFFs or JPEG’s saved at the highest quality setting.
- Prepare your photos: adjust levels, curves, color
balance, and other essential settings to produce the
best looking images.
- As little cropping as possible.
© Environment Agency-Abu Dhabi / Myyas Qergash
Photo sample with watermark

Green Printing
We are committed to respecting and protecting the

environment, and we understand the importance of
seeking out green printing practices and doing our part
to help ensure responsible environmental stewardship.
We are also committed to make sure that our

production is of high quality and at the same time with
less environmental impact.
By using FSC-Certified and Recyled paper, we are

showing our commitment to eco-friendly printing and
responsible forest management.
Paper to Be Used When Printing
1. Print on recycled paper and add recylcled sign.
Or
2. Print on FSC-certified paper in the following form.
Forests Stewardship Council
Paper used is sourced from

sustainable forests.
Printed using soya ink.
3. Paper weight recomended for different publications:
For books:
- 120-135 gsm (inside pages).
- 170-300 gsm (cover).
For brochures:
- 120-170 gsm (inside pages).
- 200-300 gsm (cover).

Internal Directional A EAD Brand Guidelines
Signage 1
Internal; Directional A
These illustrations indicate style only. For more
detailed information on specific systems and suppliers,
contact the Communications & Marketing Department.
The design is based on brushed steel structures
bearing an etched motif.
Graphics are applied on coloured steel plates.
External; Directional B
The external signage should carry the full logo and
clearly indicate designated direction. The base of
the signage is galvanized metal onto which the logo is
External Directional B applied as a silk-screen impression.
Internal; Informational C
Various signage requirements exist within the Agency.
The visuals show typical applications;
Stand alone directional C1
Name plate/doors C2
Door signage should always carry the name of the
individual accompanied by his/her position within the
organization
Name plate/desks C3
Desk signage should always carry the name of the
individual accompanied by his/her position within the
organization
Internal; Informational C1
Razan Khalifa Al Mubarak Razan Khalifa Al Mubarak
Razan Khalifa Al Mubarak Razan Khalifa Al Mubarak
Author’s note: Standard signage systems are available in the local market page 49
Internal; Information panel/television monitor A EAD Brand Guidelines
Signage 2/Branding
The visual language of the Environment Agency-Abu

Dhabi extends to other collateral items such as
display, exhibition and public areas. This page shows
External; Directional B examples of how such elements may adopt the
identity.
Internal; Information Panel A

A wide screen monitor is built into a free standing
monolith. The monitor displays a looped DVD
showing relevant material.
Graphics are applied on coloured steel plates.
External; Directional B
The external signage should carry the full logo and
clearly indicate designated direction. The base of
the signage is galvanized metal onto which the logo
is applied as a silk-screen impression.
Internal; Public Area C

Designers should look for opportunities to express
the brand language in a 3 dimensional sense.
Internal; Public area C
Author’s note: Standard signage systems are available in the local market page 50
Electronic Presentations
Logo appears in a fixed position The presentation format is based on a simple grid;
• The logo appears on all frames.
• Simple fades should be used to transition from one

slide to the next - avoid special effects.
Keep content consice
Heading: Gill Sans Bold 28
Sub-heading: Gill San Bold Italic 18
Body text: Gill San Regular 18
Author’s note: The grid is only shown here as a guid.e page 51

Website Template Design
The design of EAD website must follow ADSIC

guidelines.

E-mail Signature
Under redesign
Coming soon

Gift Wrapping
A number of designs have been approved for use as gift

wrapping. Use these to extend the reach of the brand.
Colour variations and applications may be varied with

the prior permission of the Communications & Marketing
Department at the Environment Agency-Abu Dhabi.
Repeat logo on solid blue PANTONE® Uncoated 301
Repeat logo on solid green PANTONE® Uncoated 3415
Repeat logo on metallic silver
Various box configurations may

be considered.
Two such configurations are
shown here.
page 54

EAD Brand Guidelines v.2

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á«°ù°SDƒŸG ájƒ¡dG π«dO

EAD Brand Guidelines

A Word from Our Secretary General II

A Word from Our

Our identity represents our history, our future, our

Razan Khalifa Al Mubarak

Our work includes water resources and water quality,

Our Key Messages

2- We are helping preserve Abu Dhabi’s natural

3- We are helping to build an engaged and

4- We work in partnership with national and

How to Use these Guidelines

Copyright © Environment Agency-Abu Dhabi

Environment Agency–Abu Dhabi (EAD)

Tone of Voice and Writing Style

If you are speaking or writing on behalf of EAD, make

This means our tone of voice should convey:

Due to the complex environmental issues we

Examples of Bad Writing Style:

Examples of Good Writing Style:

How Our Name Is Written

The Logo; Colour

The Logo; Colour Reference Chart

Variations On the Core Logo

The Meaning of Our Logo

How Our Name Is Written

The Logo; Colour

The logo is made up of 3 colours. Whenever

Green. PANTONE® Coated 3415

Logo A on the left shows such a logo.

PANTONE® Coated 3415 c

Green. Cyan 100%. Magenta 20%. Yellow 78%. Black 7%

PANTONE® Coated 301 c PANTONE® Coated 3415 c

PANTONE® Coated 3415 c

PANTONE® is a registered trademark of Pantone, Inc.

The logo; Colour Reference Chart

Tints of the logo may be used to extend the colour

PANTONE® is a registered trademark of Pantone, Inc.

Logo A: Logo with tagline

Logo with tagline

.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf

Logo B: Single language/English

Logo with the name at the bottom

Logo D: 15th anniversary logo

In order to protect its visibility, a minimum ‘clear

The safe area is equivalent to twice the X height of

Logo B; Logo safe area

The safe area is equivalent to X height x2

The safe area is equivalent to X height x2

The mono (one colour version) may be printed in;

Logo B; Solid green

Logo c; Solid blue

Logo D; Black continuous tone

A number of colour variations are permissible in

The mono (one colour version) may be printed in;

Logo G; Embossed without colour

Logo H; Logo with white block on dark background

The logo should, whenever possible, be positioned on

The logo may be presented out of a solid colour, A,

The logo may also be printed on a solid green

It is permissible to print the logo in full colour on

Logo C; Printed on off-white stock

It is imperative that our logo is not changed, distorted