the power of

Wonderful
Zain Brand Identity – Guidelines February 2011
Introduction

1.o o
The power of a brand tool kit
2.oo
The power of the pattern
3.o o
The power of simple photography
4.oo

ABC
The power of the rainbow
5.o o
The power of one font
6.o o
The power of the master logo
7.o o
The power of a single strapline
8.o o
The power of co-branding
9.o o
The power of advertising
10.o o
The power of brochures and leaflets
11.o o
The power of point of sale
12.o o
The power of stationery
13.o o
The power of stationery
14.o o
The power of livery
The power of
‘A Wonderful
World’
In the world of Zain ‘A Wonderful World’
is the world of our customers’ imaginations,
dreams, aspirations. It is the world of their
friends and family, the world of relationships
reflected in their contacts list. It is the world
of entertainment and fun that emanates
from their devices. It is the world of
success in business, of new opportunities,
of challenges met.
The power of
a brand toolkit
The Zain brand tool kit consists of fixed
brand elements and flexible brand elements.
Fixed brand elements are designed to inform,
such as the logo for identification. Flexible brand
elements are designed to engage, such as the
active pattern. Fixed elements represent the
functional side of the brand identity, flexible
elements represent the emotional side of the
brand. Fixed elements ensure consistency, while
flexible elements allow flexibility – creating pace
of application for the brand. Together, fixed
brand elements and flexible brand elements
enable a brand identity to work effectively
across all media platforms.
 1.01 THE POWER OF THE BRAND TOOLKIT The Zain brand toolkit Zain Brand Guidelines

The Zain brand toolkit

Fixed brand elements (functional) Flexible brand elements (emotional)
Fixed brand elements are designed to inform – used for identification, Flexible brand elements are designed to engage – used to express
they represent the functional side of the brand. Fixed brand elements the emotional side of the brand. Flexible brand elements create
create consistency and brand recognition. a ‘pace of application’ across brand touchpoints and platforms.

35 Light Avenir
45 Book Avenir
55 Roman Avenir
65 Medium Avenir
85 Heavy Avenir
95 Black Avenir
35 Light Arabic
55 Roman Arabic
85 Heavy Arabic Secondary photography

Primary logos
C0
M100
C60
M9
C70
M0
C0
M0 95 Black Arabic A Wonderful World
Y2 Y0 Y100 Y0 A Wonderful World
K0 K0 K0 K100
A Wonderful World
Primary font: Avenir Brand property – ‘active pattern’ + primary photography
® ® ® ®
PANTONE PANTONE PANTONE PANTONE A Wonderful World
226C 2915C 368C BLACK
A Wonderful World
C49 C100 C7 C75
M80 M0 M0 M100 A Wonderful World
Y0 Y76 Y100 Y5
K0 K0 K0 K28 A Wonderful World
Regular Arial A Wonderful World
PANTONE® PANTONE® PANTONE® PANTONE® Bold Arial
Arial
A Wonderful World
2582C 3278C 3965C 2623C
Black
A Wonderful World

A Wonderful World
Secondary logos (vector) Multicolour and black colour palette Screen font: Arial A Wonderful World

Brand property – ‘active pattern’ + typography Strapline

 1.01 POWER OF THE PATTERN Role of the Pattern Zain Brand Guidelines

The power of
the pattern
The Zain active pattern is a dynamic and engaging
expression of ‘A Wonderful World’. It is our ‘brand
property’. It helps build brand awareness and
creates high recognition for the Zain brand –
even when the logo is covered.
2.01 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

The role of the

Zain active pattern
1 A ‘brand property’ that builds brand awareness
The Zain active pattern creates brand recognition and cut-through.
It enables Zain to be instantly recognised even when the logo is covered.
The first point of contact with the Zain brand is always with the active pattern.

2 A unique expression of ‘A Wonderful World’

The dynamic, colourful and engaging active pattern is a unique expression
of Zain’s ‘Wonderful World’. It creates visual consistency across communications
and also flexibility – creating a ‘pace of application’ for the brand.

3 An active role in Zain brand communications

The role of the active pattern is communication NOT decoration!
The active pattern helps to convey and reinforce concepts and
messages across all Zain brand communications.
 1.01 POWER OF THE PATTERN Role of the Pattern Zain Brand Guidelines

The power of
communication
NOT decoration!
The Zain active pattern has the power
to communicate and engage delivering
concepts such as movement, sound,
thought... The pattern has the ability
to visually reinforce and communicate
messages across all Zain brand
touch points. Our key principle for
applying the Zain active pattern is always –
communication NOT decoration.
 2.03 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

Communication roles for 4 Speech/communication

Short conversations, long conversations, quiet
the Zain active pattern conversations, loud conversations, speeches,
networking, connecting
The active pattern plays engaging and dynamic CONCEPT SUGGESTIONS: Individuals using phones,
roles across all Zain brand communications. couples, groups, air waves, radio waves, transmission
Delivering concepts such as movement, sound, signals, building to building, house to house, city scapes,
cars, trains, individual within a crowd, speaker with audience...
thought... the pattern helps communicate the
primary message across all brand touch points.
Our key principle is communication NOT decoration! 5 Engagement
Interaction with products and services
CONCEPT SUGGESTIONS: Devices in operation

1 Movement
with and without people – talking, texting,
emailing, photography, music, games...

Slow, fast, steady, directional, strong, subtle

CONCEPT SUGGESTIONS: Walking, running, flying,
driving, dancing, sliding, skating, cycling, sailing, wind,
6 Shine/Glow
Single highlight, bright glow, overall shine,
rain, balls, swings, kites, trees, leaves, grass, flowers... lens flare, sparkle
CONCEPT SUGGESTIONS: Devices, lights, sun, sunrise,

2 Sound sunset, moon, stars, water, waves, snow, ice, glass,

windows, dew...

7 Growth
Quiet, loud, concentrated
CONCEPT SUGGESTIONS: Ringing, ringtones, music,
concerts, talking, singing, humming, whispering,
Growing, changing, metamorphosis
If the active screaming, whistles, bells, chimes, horns, twinkles...
pattern isn’t CONCEPT SUGGESTIONS: Flowers, trees, grass, leaves...
playing a role in
a photograph –
then it’s not
communicating it’s
3 Thought
Thinking, contemplation, dreaming, realisations, ideas, 8 Typography (no photography)
ONLY decorating! Aha! moments, processing Key words, numbers, phrases, sentences
CONCEPT SUGGESTIONS: Individuals, groups, work, CONCEPT SUGGESTIONS: Single words, numbers, dates,
play, walking, sitting, meditating, looking through headlines, introductions, pull-out quotes, prices, product
windows, staring into distances, landscapes, cities... and tariff names...o
 2.04 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

01

02
01 Ocean sparkle
ZN_SN_HIGH.eps

02 Happy music
ZN_SD_LD2.eps

For more information on pattern artwork

please go to page 00 of the guidelines
 2.05 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

04

03

03 Nile journey
ZN_MV_DIR3.eps

04 Crimson wave
ZN_ SN_OVSH.eps
 2.06 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

05

05 Chatting
ZN_SP_INDIV.eps
 2.07 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

07

06

08
06 Soft piano
ZN_SD_QU.eps

07 Golf blur
ZN_MV_DIR1.eps

08 Free wheeling
ZN_MV_FST.eps
 2.08 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

09

09 Kuwait by night
ZN_ SN_GLOW.eps
 2.09 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

11

10 12

10 Music gig
ZN_SD_LD1.eps

11 Arm wrestle
ZN_EG_INT.eps

12 Hula girl
ZN_MV_DIR2.eps
 2.10 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

15

13

14

13 Raining pattern
ZN_MV_SL1.eps

14 Bougainvillea
ZN_GR_NTR.eps

15 Gaming boy
ZN_EG_PLAY.eps
 2.11 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

17

16

16 Blackberry
ZN_EG_PRO.eps

17 Contemplating
ZN_TH_CTEMP.eps
 2.12 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

18

18 Water
ZN_MV_DIR4.eps
 2.13 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

20

19

19 Aha moment
ZN_TH_DRM.eps

20 Dreaming
ZN_TH_DRM.eps
 2.14 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

22

21

21 Open window
ZN_MV_SL2.eps

22 Group chat
ZN_SP_GRP.eps
 2.15 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

23

23 Twitter Page
ZN_SD_CTRD.eps
 2.16 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

24 Key Number 25 Key Word

ZN_WD_KEYN.eps ZN_WD_KEYW.eps
 1.01
2.17 POWER
THE POWER
OF THE
OF THE
PATTERN
PATTERN
Role The
of the
role
Pattern
of the Zain active pattern Zain Brand Guidelines

26 Key Statement
ZN_WD_KEYS.eps
 2.18 THE POWER OF THE PATTERN The role of the Zain active pattern Zain Brand Guidelines

29

27

27-29 TVC examples taken from the 28

African Malika commercial
 2.19 THE POWER OF THE PATTERN Brand volume scale Zain Brand Guidelines

‘Brand volume scale’ for the Zain active pattern Zain brand communications deliver numerous
messages everyday – emotional, functional and
The primary role of the Zain active pattern is to communicate tactical. The active pattern is always used with
a pace of application that is consistent with the
NOT decorate! Communication can range from subtle to dramatic. primary message of every brand touch point.

Subtle Expressive Dramatic

An understated and subtle application of the Zain A carefully considered and well integrated A bold and vibrant application of the Zain active
active pattern can act as a ‘water mark’ device creating application of the Zain active pattern can create pattern can provide disruption and cut-through
brand consistency and helping trademark. A reserved magic and add drama to an otherwise everyday when communicating tactical messages and
and quiet application of the pattern can behave in a situation – effectively delivering ‘A Wonderful World’. value propositions – or simply where high brand
respective way during seasonal periods such as Ramadan. recognition is required.
 2.20 THE POWER OF THE PATTERN Applying the Zain active pattern Zain Brand Guidelines

Applying the Zain

active pattern 1
Choose a
2
Choose an
The secret to applying the Zain active ‘pattern-perfect’ appropriate pattern
pattern to photographic imagery photographic image Choose a Zain active pattern
Choice of imagery is the most that plays an action role that
important step in applying the will highlight or amplify what’s
Zain active pattern. It may happening in the photographic
determine whether the integration image, such as movement, sound,
of pattern and image is simple thought etc.
or simply impossible. So, ALWAYS ALWAYS use existing pre-designed
choose a ‘pattern-perfect’ image! Zain active pattern artwork files
‘Pattern-perfect’ photography (Adobe Illustrator) supplied. These
has the following characteristics...provide a strong starting point and
• SIMPLICITY – the images are never can be edited slightly to fit your
complicated or busy. Areas of the choice of photograph.

1 2 3
image appear calm and have space
for the addition of pattern without
overcomplicating the image.
• TELLS A STORY – ‘Pattern-perfect’
images always depict a story or If the active
show an action – so the pattern pattern isn’t
can highlight or amplify what’s playing a role
happening in the image. in a photograph –
The patten always plays a role then it’s not

+ =
wthin a photograph. If the pattern communicating
isn’t playing a role – the pattern is ONLY decorating!
decorating NOT communicating!
• NATURAL – Our photographic
style is natural, editorial and
reportage – never contrived.
This supports the pattern
in providing a ‘real life’ canvas.
• CONTAINS COLOUR – Zain is
For more information on Zain
a multi-coloured and black brand.
active patterns and artwork files
Avoid white imagery or images
please refer to page 2.33.
containing large areas of light or
‘bleached out’ colour. The pattern is For more information on Zain
easier to apply to images containing photographic style and image
strong colour, black or mid-tones. library please refer to page 3.00.
 2.21 THE POWER OF THE PATTERN Using existing Zain active pattern artwork files Zain Brand Guidelines

Using existing Zain Layers

• Each artwork file has 4 layers
Active pattern colour
options
active pattern artwork files • There are 2 layer groups:
Group 1 – Active pattern group,
• Expanding layer groups reveal
active pattern colour options.
for example ‘Movement: Fast’
The Zain active pattern has 28 different Group 2 –‘Mottle’ line work group.
There are 4 in total:
– pink/purple
and dynamic executions which are all ‘Mottle’ is an effect of lighter
coloured areas.
– cyan/aqua
– yellow/lime
supplied as Adobe Illustrator CS3 eps – multi-colour
files. These files have sophisticated ‘Mottle’ linework
editing options and functionality options
specifically designed for applying • Expanding layer groups reveal
to photography and colour mottle line work options.
There are 8 in total. These include
graduation backgrounds. different quantities and positions
Layers palette of ‘mottle’ effect.

28
Legend
• Legend or descriptor provides
file name and dimensions.

Background
DIFFERENT place holder
DYNAMIC ZAIN • The background layer serves as
ACTIVE PATTERN a place holder for the positioning
ARTWORK FILES of selected imagery.
TO CHOOSE FROM • ALWAYS delete the place
holder image, it is NOT for
ALL artwork files printing purposes.
consist of:
• Layers
• Legend
• Background place
holder
• Active pattern
• Mottle line work Colour and linework options
options
Background place holder
 2.22 THE POWER OF THE PATTERN Editing existing Zain active pattern artwork files Zain Brand Guidelines
1. Layers
Editing existing Zain • The active pattern layer (1)
is where individual pattern shapes

active pattern artwork files

may be repositioned or resized.
• For more detailed information

1
on position and alignment of
The Zain active pattern Adobe ALL artwork files Zain active patterns please refer
to page 2.26.
Illustrator CS3 eps files may be edited have 3 active panels, • For more detailed information
specifically designed on sizing of Zain active patterns
slightly to fit the requirements of your for editing: please refer to page 2.25.
selected photographic image or brand 1. Layers 2. Transparency
communication. ALWAYS follow the 2. Transparency
2
• The transparency of active
guidelines for colour, size, position, 3. Colour swatches patterns may be edited in the
opacity and quantity of pattern when transparency panel (2)
• ONLY 3 types of transparency (from
editing Zain active pattern artwork files. the transparency drop down menu)

3 are ever used on active patterns:

1. Normal – by default is a solid
colour, the opacity controls the
strength of the pattern against
the image.
2. Overlay – used for a brighter
active pattern with greater contrast
against the image.

1 2 3
Shapes within 3. Soft light – used for softening
active patterns may the active pattern and creating a
be duplicated subtle effect against the image.
or deleted. Please refer • The strength or contrast level of
to page XX the transparency is determined by
for guidelines. the percentage level of opacity, which
is adjusted in the opacity field situated
within the transparency panel.

Size and Colour 3. Colour swatches

position Transparency of active patterns
of active patterns may be edited in the • The colour of active patterns
of shapes within active may be edited in colour swatches palette, may be edited in the colour
patterns may be edited the transparency panel where Zain colours are
on the layer panel of the preloaded – ONLY ever swatches palette (3) where Zain
of the active pattern
active pattern artwork artwork files use colours from the colours are preloaded – ALWAYS
files supplied. supplied. Zain colour palette. stay within the same colour group.
• For more detailed information
on colour of Zain active patterns
please refer to page 2.24.
 2.23 THE POWER OF THE PATTERN Zain active pattern shapes Zain Brand Guidelines

Zain active pattern shapes

– design and construction If the logo
is covered the
Zain brand is still
Consistent use of the pre-designed Dandelion Crown Kaleidoscope Blossom recogniseable.
The consistent use of
Zain active pattern shapes will build shapes within active
high brand recognition and support patterns tells us
which brand is
Zain brand trade mark talking to us!

Consistency is key Sparkle Star Glitter Spin

Unique and distinctive shapes have
been specifically designed for the
Zain brand identity. 24 shapes in
total form the basis of all Zain active
patterns. Consistent use of these
is essential in creating high brand
recognition for the Zain brand.
Galaxy Bloom Button Flash

DO NOT create any

additional patterns or

24
shapes. This will dilute
Zain brand recognition Crystal Aurora Diamond Crescent
and jeopardise brand
trade mark.
LESS IS MORE!
The shapes within the
SHAPES IN TOTAL active patterns can
APPEAR WITHIN be used in a flexible Sunbeam Leaf Glow Daze
THE ZAIN
ACTIVE PATTERNS way. Varying the size
and the colour of the
shapes creates ‘pace
of application’ within
the active patterns and
Bud Shooting star Gem Wave
Zain brand identity.
 2.24 THE POWER OF THE PATTERN Zain active pattern colour options Zain Brand Guidelines

Zain active pattern

colour options
Zain is a multi-coloured and black
brand. There are 4 colour options ALWAYS choose an active
pattern colour option
for active patterns. These are pre-set that will help the
within the layers of the active pattern integration of the
pattern into the selected
artwork files. photographic image.

THE SECRET to the

success of a multi-
coloured brand is to
make full use of the

1 2 3 4
multi-coloured palette.
DO NOT focus on only
one or few areas
of the colour palette. Purple/Pink Cyan/Aqua Yellow/Lime Multicoloured
This will dilute brand colour colour colour colour
recognition and graduation graduation graduation graduation
create confusion.
ONLY ever use
the pre-set colour
graduations contained
within the existing
active pattern
artwork files.
NEVER recreate
colour graduations or
devise any additional
graduations. ONLY
ever use the artwork For more information on colour please refer to page 4.00.
files supplied. For more information on active pattern artwork files please refer to page 2.33.
 2.25 THE POWER OF THE PATTERN Zain active pattern sizing Zain Brand Guidelines

Zain active pattern

sizing The Zain active
pattern is like a great
The Zain active pattern is most piece of architecture –
viewed too close it
recogniseable (and useable) when it becomes unrecogniseable.
Viewed from a distance
appears at a size that is not too large you can fully appreciate
it’s unique design
or too small. and character.

Not too large – Try to achieve balance

and harmony between
not too small photograph and active
The Zain active pattern may be pattern. Choosing a size
used at various sizes to suit that allows the pattern
individual brand communication and picture to work
requirements. However, the pattern effectively in highlighting,
should never be used so large that amplifying or delivering
it dominates or obscures a brand the primary message of
communication. Similarly, the the communication.
pattern should never be used so
small that it is unrecogniseable or
missed altogether. Correct size

Obscures communication Dominant and overpowering Too small to recognise Invisible

 2.26 THE POWER OF THE PATTERN Zain active pattern position and alignment Zain Brand Guidelines

Zain active pattern NEVER position the

Zain active pattern
position and alignment where it obscures
products, makes
The Zain active pattern is strategically copy difficult to
read, covers the Zain
positioned within photographs logo or appears in
to highlight or amplify what is unnatural places or
happening in the picture. This helps circumstances.
deliver the primary message of any
communication. Similarly, the pattern The Zain active
is used in conjunction with typography pattern is an effective
tool for navigating the
or positioned within layouts to eye through brand
communications
reinforce key words and headlines. and highlighting
key messages.

1
In photography the
2
In typographic brand
3
The Zain active
position of the Zain communications pattern should NEVER
active pattern is (without photography) be positioned too close
determined by the role – the active pattern to the Zain logo, so that
the pattern is playing can effectively highlight it visually competes
within the photograph words, numbers, ALWAYS position the Zain active
ALWAYS position the Zain active headlines and other pattern away from the Zain logo
pattern exactly where it will key messages within brand communications.
highlight an action, such as When the pattern appears too close
ALWAYS position the Zain active to the logo there can be visual
movement, thought, sound...
pattern exactly where the most competition or even ‘visual tennis’
or where it will amplify or reinforce
important word, phrase or key between the logo and the pattern.
a story being told in the picture.
part of the message appears. This can disrupt the logical visual
Leading the eye from the most hierarchy of any communication.
important part of the message
to the least important part of
the communication.
 2.27 THE POWER OF THE PATTERN Zain active pattern transparency Zain Brand Guidelines

Zain active pattern

level and type of transparency
Within active patterns the level and type of transparency
(or visual contrast) should always appear visible and have
brand recognition. At the same time the pattern should
not appear too strong or ‘disney-like’ in execution. Aim for
visual harmony between the photograph and the active
pattern. Be aware that the pattern used in conjunction with Soft light transparency

typography will always produce a stronger, more graphic

execution of the brand.

ONLY 3 types of
transparency (from the
transparency drop down
The choice of
transparency and
percentage of opacity,
menu) are ever used on will be driven by the
Zain active patterns. communication role the
active pattern is playing • ONLY 3 types of transparency (from
1. Normal transparency the transparency drop down menu) Overlay transparency
2. Overlay transparency Different levels of and types of are ever used on active patterns:
3. Soft light transparency transparency (or visual contrast)
will be required of the pattern for
1. Normal – by default is a solid
colour, the opacity controls the
different communication roles. strength of the pattern against
For example, if the pattern is the image.
Colours within communicating ‘movement’ or 2. Overlay – used for a brighter
the Zain colour ‘sound’ both dramatically and loudly active pattern with greater contrast
palette require – the pattern will appear with a against the image.
different percentages high level of contrast and higher 3. Soft light – used for softening
of opacity to create opacity percentage to effectively the active pattern and creating a
enough contrast deliver the concepts. However, if subtle effect against the image.
and visibility to the pattern were playing the role of • The strength or contrast level of
be legible. ‘shine’ or ‘glow’ on a photograph of the transparency is determined by
water, then the contrast and colour the percentage level of opacity, which
may appear much more subtle and is adjusted in the opacity field situated
the opacity percentage lower. within the transparency panel. Normal transparency
 2.28 THE POWER OF THE PATTERN Zain active pattern linework Zain Brand Guidelines

Zain active pattern

linework overlay
Zain active patterns all contain a fine
linework overlay that add character to
the patterns. More importantly they act
as a ‘water mark’ – creating high brand
recognition and supporting Zain
brand trademark.

• There are 8 different linework options to choose from.

• Linework options are located in the linework group situated within
the layers palette of the active pattern artwork files.
• NEVER use more than 2 of the 8 linework positional options at
any one time on any one photograph.
• ONLY 2 types of transparency (from the transparency drop down menu)
are ever used on linework overlays:
1. Normal transparency – used for photographic images that are
generally even coloured throughout.
2. Overlay transparency – used for uneven, detailed and slightly
complicated photographic images.
• The strength or contrast level of the transparency is determined by
the percentage level of opacity, which is adjusted by the opacity slider
situated within the transparency panel.
– Select the layer and use the slider to control the opacity,
by default the layer is set to 50%.
– The optimum opacity range for the linework is between 25% to 80%. 
– For lighter backgrounds a higher % opacity is required and for
darker solid backgrounds a lower % opacity should be used
(please refer to rain/wave examples).

Normal transparency Overlay transparency

 2.29 THE POWER OF THE PATTERN Zain active pattern linework Zain Brand Guidelines

Editing active pattern

linework overlay
Each of the 8 linework options
available has been constructed using
a layer mask. The Linework remains in
place and the mask allows the position
of the ‘Mottle Effect’ to be edited.

Linework & transparency mask Select transparency mask layer

• Each of the 8 linework options available has been constructed using a

layer mask.
• The linework remains in place and the mask allows the position of the
‘Mottle Effect’ to be edited.
• The layer mask can be edited by moving, rotating and reflecting,
ensure that the boundries of the mask always fall outside the
printable area.
• If selecting 2 linework options the linework layer is not edited only the
layer masks of each option.
• To re-select the linked layers together, select left linework layer by clicking
to complete
Linework & transparency mask Select mask

Rotate mask or shift to desired position, Select left Linework layer to complete
ensure that the boundries of the mask fall
outside the printable area
 2.30 THE POWER OF THE PATTERN Zain active pattern quantity/amount Zain Brand Guidelines

Zain active pattern

quantity/amount
The quantity of active pattern
required is always determined by the
role of the pattern within the brand
communication. For example, more
pattern is required to suggest the
20%
is the MINIMUM
20%
coverage
area of pattern
action of movement, than is required coverage
to highlight a key word in a headline. The Zain active pattern creates
important brand recognition and
reinforces the primary message
NEVER increase the of any brand communication.
quantity of pattern ALWAYS use a minimum of 20%
for decorative or pattern coverage on any brand
IMAGINE the
Zain active pattern layout purposes. touch point.
being a tennis ball... The role of the pattern
How many tennis balls
would you throw at one is to communicate a
message, story, idea,

50%
person at any one
time and ask them
to catch?! action or highlight
key words/messages.
The Zain active pattern
is always used for is the MAXIMUM
communication area of pattern
NOT decoration. coverage
The active pattern should NEVER 50%
Try to achieve balance completely dominate or ‘wallpaper’ coverage
and harmony using Zain brand communications.
the right amount of The role of the active pattern is
pattern to both create to communicate NOT decorate.
Never use more than of 50%
Zain brand recognition pattern coverage on any
and deliver the brand touch point.
primary message in
the communication.
2.31 POWER OF THE PATTERN Power memory tool Zain Brand Guidelines

P Proportion – amount and size of pattern

O Opacity and colour of pattern

W Where the pattern is positioned

The word
‘POWER’ can be
helpful in remembering
the principles for
E Existing pattern artwork files only (minor edits only)
applying the Zain

R
active patterns

Role of pattern e.g. movement, thought, sound etc.

 2.32 THE POWER OF THE PATTERN Zain active pattern check list Zain Brand Guidelines

Zain active pattern

check list
ALWAYS use the following check list 1. Are the supplied Zain active pattern artwork files being used?
to make sure the Zain brand 2. Have any necessary edits to pattern artworks followed
guidelines have been accurately editing guidelines?
(please refer to page 2.22)
followed when using active patterns
in Zain brand communications. 3. Has the appropriate active pattern been selected to communicate
what is happening in the photographic image?
4. Have the original pattern shapes ONLY been included in the
active pattern?
5. Do the active patterns ONLY contain colours from the original pattern
artwork files and Zain colour palette?
6. Is the size of the active pattern large enough to be visible but
not too over powering?
(please refer to page 2.25 for size guidelines)

7. Is the active pattern positioned far enough away from the Zain logo
to ensure NO visual competition between the two?
8. Is the active pattern positioned anywhere that will obscure product
or copy?
– does it appear in any unnatural or obscure places such as over faces?

9. Does the active pattern have enough level of contrast and transparency
to be visible and recognised but not too much to appear overpowering
or ‘disney-like’ in appearance?
10. Is the quantity of the active pattern enough to be visible and recognised
but not too much to appear too dominant?
(MINIMUM 20% coverage – MAXIMUM 50% coverage)
 2.33 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

File Name Imagery example Pink / Purple Cyan / Aqua Yellow / Lime Multicolour Mottle Line Work
ZN_MV_FST.eps

ZN_MV_DIR1.eps

ZN_MV_DIR2.eps

ZN_MV_DIR3.eps

ZN_MV_DIR4.eps

ZN_MV_SL1.eps
 2.34 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

File Name Imagery example Pink / Purple Cyan / Aqua Yellow / Lime Multicolour Mottle Line Work
ZN_MV_SL2.eps

ZN_SD_LD1.eps

ZN_SD_LD2.eps

ZN_SD_QU.eps

ZN_SD_CTRD.eps

ZN_GR_NTR.eps
 2.35 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

File Name Imagery example Pink / Purple Cyan / Aqua Yellow / Lime Multicolour Mottle Line Work
ZN_EG_PRO.eps

ZN_EG_PLAY.eps

ZN_EG_INT.eps

ZN_SN_HIGH.eps

ZN_SN_GLOW.eps

ZN_SN_OVSH.eps
 2.36 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

File Name Imagery example Pink / Purple Cyan / Aqua Yellow / Lime Multicolour Mottle Line Work
ZN_TH_DRM.eps

ZN_TH_AHA.eps

ZN_TH_CTEMP.eps

ZN_SP_GRP.eps

ZN_SP_INDIV.eps

ZN_BG_MTEXF L.eps
ZN_BG_MTEXF P.eps
 2.37 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

File Name Imagery example Pink / Purple Cyan / Aqua Yellow / Lime Multicolour & Black
ZN_WD_KEYW.eps

ZN_WD_KEYN.eps

ZN_WD_KEYS.eps

Colour Graduation
ZN_BG_MTBK SM_HR.psd ZN_BG_MTBK SM_EXF.psb
ZN_BG_MTBK LG_HR.psd ZN_BG_MTBK LG_EXF.psb
ZN_BG_ MTPP SM_HR.psd ZN_BG_ MTPP SM_EXF.psb
ZN_BG_ MTPP LG_HR.psd ZN_BG_ MTPP LG_EXF.psb
ZN_BG_MTCA SM_HR.psd ZN_BG_MTCA SM_EXF.psb
ZN_BG_MTCA LG_HR.psd ZN_BG_MTCA LG_EXF.psb
ZN_BG_MTYL SM_HR.psd ZN_BG_MTYL SM_EXF.psb
ZN_BG_MTYL LG_HR.psd ZN_BG_MTYL LG_EXF.psb

ZN_BG_MTBK_NP.psd ZN_BG_MTBK KEYW.psd

ZN_BG_MTBK KEYS.psd

A Wonderful World Strapline

ZN_STRP_BG BK_PMS.eps
ZN_STRP_BG CLR_PMS.eps
ZN_STRP_BG BK_CMYK.eps
ZN_STRP_BG CLR_CMYK.eps
 2.38 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

Black Cyan / Aqua Pink / Purple Yellow / Lime

Large Pattern

ZN_MTBK_LG_PATTERN.eps ZN_MTCA_LG_PATTERN.eps ZN_MTPP_LG_PATTERN.eps ZN_MTYL_LG_PATTERN.eps

Medium Pattern

ZN_MTBK_MD_PATTERN.eps ZN_MTCA_MD_PATTERN.eps ZN_MTPP_MD_PATTERN.eps ZN_MTYL_MD_PATTERN.eps

Small Pattern

ZN_MTBK_SM_PATTERN.eps ZN_MTCA_SM_PATTERN.eps ZN_MTPP_SM_PATTERN.eps ZN_MTYL_SM_PATTERN.eps

 2.39 THE POWER OF THE PATTERN Zain active pattern artwork files Zain Brand Guidelines

Zain artwork naming

Movement Sound Thought Speech
ZN_MV_FST.eps ZN_SD_LD1.eps ZN_TH_CTEMP.eps ZN_SP_INDIV.eps
ZN_MV_DIR1.eps ZN_SD_LD2.eps ZN_TH_AHA.eps ZN_SP_GRP.eps
Each version of artwork has a unique identification code.
ZN_MV_DIR2.eps ZN_SD_QU.eps ZN_TH_DRM.eps
The matrix shown here refers to the artworks available.
The files are named in accordance with the key below. ZN_MV_DIR3.eps ZN_SD_CTRD.eps
ZN_MV_DIR4.eps
ZN_MV_SL1.eps
Brand Functionality Functionality Extra Suffix
ZN_MV_SL2.eps
Detail

ZN_BG_MTBK SM_HR.psd Engagement Shine

ZN_EG_PLAY.eps
ZN_EG_INT.eps
ZN_SN_HIGH.eps
ZN_ SN_GLOW.eps
Words Growth
ZN_WD_KEYS.eps ZN_GR_NTR.eps
ZN_WD_KEYN.eps
ZN_EG_PRO.eps ZN_ SN_OVSH.eps ZN_WD_KEYW.eps
Key to file naming
Extreme Format Mottle Effect
Brand Functionality Functionality Detail Extra Suffix ZN_BG_MTEXF L

ZN Zain MV Movement FST Fast HR Hi Res psd .eps ZN_BG_MTEXF P

DIR1,2,3,4 Directional v 1,2,3,4 NP Newsprint .psd

SL1,2 Slow v 1,2 EXF Extreme Format .jpeg Background Mottle Effect with 2 different sizes of Line Work

SD Sound LD1,2 Loud v1,2 (large format print) .psb A1 Size Large Format Print A3 Newsprint A4 Size

QU Quiet PPT Screen Res RGB jpg ZN_BG_MTBK SM_HR.psd ZN_BG_MTBK SM_EXF.psb ZN_BG_MTBK_NP.psd ZN_BG_MTBK KEYW.psd

CTRD Concentrated (not for print, powerpoint only) ZN_BG_MTBK LG_HR.psd ZN_BG_MTBK LG_EXF.psb ZN_BG_MTBK KEYS.psd

TH Thought CTEMP Contemplation CMYK CMYK Colour ZN_BG_ MTPP SM_HR.psd ZN_BG_ MTPP SM_EXF.psb

DRM Dreamy PMS Pantone Colour ZN_BG_ MTPP LG_HR.psd ZN_BG_ MTPP LG_EXF.psb

AHA Aha ZN_BG_MTCA SM_HR.psd ZN_BG_MTCA SM_EXF.psb

SP Speech INDIV Individual ZN_BG_MTCA LG_HR.psd ZN_BG_MTCA LG_EXF.psb

GRP Group ZN_BG_MTYL SM_HR.psd ZN_BG_MTYL SM_EXF.psb

EG Engagement PLAY Play ZN_BG_MTYL LG_HR.psd ZN_BG_MTYL LG_EXF.psb

INT Interaction
PRO Product A Wonderful World Strapline CMYK & Pantone

SN Shine HIGH Highlight ZN_STRP_BG BK_PMS.eps

GLOW Glow ZN_STRP_BG CLR_PMS.eps

OVSH Overall Shine ZN_STRP_BG BK_CMYK.eps

GR Growth NTR Nature ZN_STRP_BG CLR_CMYK.eps

WD Words KEYS Key Statements

KEYN Key Numbers Colour Graduation Backgrounds with Active Pattern

KEYW Keywords Black Cyan/Aqua

BG Background MTEXF L Mottle Effect Extreme Format Landscape ZN_MTBK_LG_PATTERN.eps ZN_MTCA_LG_PATTERN.eps

MTEXF P Mottle Effect Extreme Format Portrait ZN_MTBK_MD_PATTERN.eps ZN_MTCA_MD_PATTERN.eps

MTBK SM,LG Mottle Effect Black Small,Large line work ZN_MTBK_SM_PATTERN.eps ZN_MTCA_SM_PATTERN.eps

MTPP SM,LG Mottle Effect Pink/Purple Small,Large line work Pink/Purple Yellow/Lime

MTCT SM,LG Mottle Effect Cyan/Aqua Small,Large line work ZN_MTPP_LG_PATTERN.eps ZN_MTYL_LG_PATTERN.eps

MTYG SM,LG Mottle Effect Yellow/Lime Small,Large line work ZN_MTPP_MD_PATTERN.eps ZN_MTYL_MD_PATTERN.eps

MTBK KEYW Mottle Effect Black Keywords/Numbers ZN_MTPP_SM_PATTERN.eps ZN_MTYL_SM_PATTERN.eps

MTBK KEYS Mottle Effect Black Key Statements

STRP Strapline BG BK Strapline Background Black
BG CLR Strapline Background Colour
 1.01 POWER OF THE PATTERN Role of the Pattern Zain Brand Guidelines

The power of
the rainbow
The Zain active pattern is a dynamic and engaging
expression of a ‘A Wonderful World’. The pattern
is a Zain ‘brand property’ – it helps build brand
awareness and creates high recognition for Zain
even when the logo is covered.
 4.01 THE POWER OF THE RAINBOW Introduction Zain Brand Guidelines

Someone once asked Goethe

what colour he liked best.
“I like rainbows.” he said.
The Zain spectrum of multi-colours is designed to capture the
essence of ‘A Wonderful World’. It’s difficult to imagine one single
colour being able to deliver the magic of the brand as effectively.
A multi-coloured brand palette is vibrant, diverse, distinctive –
it creates cut-through and pace of application.
The power of the rainbow is great. With great power comes great
responsibility. ALWAYS follow the brand guidelines for application
of the multi-coloured palette.
 4.02 THE POWER OF THE RAINBOW Zain Brand Guidelines

A multi-coloured brand takes

ownership of the rainbow
Owning a multi-coloured palette in any given sector can
provide ‘future-proofing’. It’s much more difficult to copy
a multi-coloured brand. Multi-coloured brands are rarely
mistaken for anyone else. Single coloured brands are easy
to replicate. More importantly, new brands often emerge in
the colour territories of already established single coloured
brands – making them vulnerable.

Zain colour

A B C D E F

Competitor Brands
(brands and positions TBC)
 4.03 THE POWER OF THE RAINBOW Zain colour palette Zain Brand Guidelines

Zain is a multi-coloured ALL colour graduation

artwork files have been
created using 4 colour
process CMYK values.

and black brand Using

colour graduation
backgrounds, rather than
Our multi-coloured palette consists solid colour backgrounds –
on the first point of contact
of 4 distinctive, ownable with the brand – ensures
that Zain will always appear
colour graduation backgrounds as a multi-coloured
brand.
and 8 solid colours including black.

4 colour graduation Embedded ‘watermark’ 8 solid colours,

backgrounds Our colour graduations all contain including black
a unique watermark – consisting
The Zain multi-coloured palette of a ‘mottle’ effect (lighter areas) There are 8 solid colours in the
is represented by 4 distinctive and distinctive line work pattern. Zain multi-coloured palette.
and ownable colour graduation This creates ownership and Solid colours are used for the
backgrounds. supports Zain brand trademark. following purposes ONLY:
1. Pink/Purple graduation 1. Backgrounds – second point
2. Cyan/Aqua graduation When to use colour of contact with the brand ONLY
3. Yellow/Lime graduation graduation backgrounds 2. Copy – key messages, head lines, YELLOW PMS 3965c R228 G215 B0
Colour graduations are ONLY C7 M0 Y100 K0 HTML E4D700
4. Black graduation pullout quotes, introductions etc
ever used as backgrounds. 3. Strapline ‘A Wonderful World’ PMS 368c R105 G190 B40
More powerful than a single solid 4. Active patterns – solid colour GREEN C70 M0 Y100 K0 HTML 69BE28
colour background – on the first shapes within active patterns
point of contact with the brand, and also colour blends within PMS 3278c R0 G155 B116
AQUA
they ensure Zain ALWAYS appears C100 M0 Y76 K0 HTML 009B74
patterns.
as a multi-coloured brand. Please
refer to page XX for Please note: NO more than 2 solid CYAN PMS 2915c R94 G182 B228
ONLY EVER use colours may be used in colour C60 M9 Y0 K0 HTML 5EB6E4
more information.
the colours from the blends within active patterns – black
PMS 2582c R164 G77 B196
Zain colour palette – Colour graduation background should NEVER be used in blends. PURPLE C49 M80 Y0 K0 HTML A44DC4
as specified here. artwork files
NEVER recreate existing Colour graduation backgrounds are PMS 226c R207 G0 B114
PINK
colours or create any supplied as XXX files. Please refer to
C0 M100 Y2 K0 HTML CF0072
new additional colours. page XX for more information.
Solid colour blends BLACK
consisting of 2 colours
maximum may be used VIOLET PMS 2623c R91 G31 B105
within active patterns. C75 M100 Y5 K28 HTML 5B1F69
 4.04 THE POWER OF THE RAINBOW Colour volume switch Zain Brand Guidelines

A multi-coloured and black brand

– with a colour ‘volume switch’ There should
ALWAYS be a
Our unique multi-coloured palette Black can play a key role in business
minimum of 4 colours
used in Zain brand
is ALWAYS used in much greater communications, because of it’s more
formal nature. The level of black may
communications.
This ensures that Zain
quantity than black across all Zain be increased or decreased in relation
to Zain audiences and customers.
will ALWAYS appear
as a multi-coloured
brand communications. Business audiences for example may
brand.
require slightly more black and less
multi-colour while general retail
customers may require less black and
more multi-colours.

BLACK MAY BE INCREASED FOR BUSINESS AUDIENCES

GENERAL RETAIL BUSINESS

4.05 THE POWER OF THE RAINBOW The 3 rainbow principles Zain Brand Guidelines

Role of the Zain

3
active pattern

1
The rainbow principles
A brand property builds
brand awareness
Rainbow principle 1 Use of white
dramatically

No favourite colours – none! reduces

Zain band
recognition.

• The Zain brand identity works on the ‘rainbow principle’:

– rainbows are NOT bias toward any particular colour in their colour spectrum
– rainbows display equal quantities of ALL colours at ALL times.
• The Zain colour palette should be equally and evenly distributed
across ALL Zain brand touchpoints at ALL times.
• This means there can be absolutely NO favourite colours
should be repetitively used – none, not ever! Repetitive use
of one colour
• There is NEVER a valid reason for repetitive use of a single colour: will reduce brand
– one single colour should NEVER be assigned to one country recognition and
create long term
– one single colour should NEVER be used in reponse to colours brand damage
within the competitive set (in an attempt to create differentiation) for Zain

– one single colour should NEVER be assigned to one type of brand

touch point, for example if all shop fronts appeared pink
– one single colour should NEVER be used for one particular occasion or event
• Take the opportunity to work your way through our vibrant colour palette.
1.01
4.07 POWER
THE POWER
OF THE
OF THE
PATTERN
RAINBOW
Role ofThe
the3Pattern
rainbow principles Zain Brand Guidelines

Zain is a multicoloured
& black brand
Zain is NOT a pink brand Zain is NOT a lime brand
Zain is NOT a purple brand Zain is NOT a yellow brand
Zain is NOT a cyan brand Zain is NOT a white brand
Zain is NOT a aqua brand Zain is NOT a black brand
Rainbow principle 2
Always use a minimum PLEASE NOTE:
Photography is

of 4 colours
NOT included in the
calculation of colours.
The Zain colour palette
colours ONLY are
included in the colour
calculation.

• “One swallow does not make a summer, neither does one fine day...”
Aristotle (384 BC - 322 BC)
– Similarly, one colour does not make a rainbow!
• ALWAYS use a minimum of 4 colours in any Zain brand communication
– this ensures that Zain ALWAYS appears as a multi-coloured brand.
• When calculating the number of colours, remember:
– logo = 2 colours
– colour graduation backgrounds = 2 colours
– active patterns = up to 6 colours
– strap line ‘A Wonderful World’ = 1 colour
– headline = 1 colour
• PLEASE NOTE: photography is NOT included in the calculation of colour
– colours within the Zain colour palette ONLY are counted
(including colour graduation backgrounds)
 4.09 THE POWER OF THE RAINBOW Calculating number of colours Zain Brand Guidelines

Calculating the number of colours

in a Zain brand communication PLEASE NOTE:
Photography is
ALWAYS use a minimum of 4 colours NOT included in the
calculation of colours.
in any Zain brand communication – The Zain colour palette
colours ONLY are
this ensures that Zain ALWAYS appears included in the colour
calculation.
as a multi-coloured brand.
• Zain logo = 2 colours
• Colour graduation backgrounds = 2 colours
• Active patterns = up to 6 colours
• Strapline = 1 colour 1

• Headline = 1 colour
Name Zain Mobile Telecoms

Zain_Group Location 24 countries and

growing
Web http://www.zain.com
Bio Zain, a leading mobile

http://twitpic.com/lppju - The
telecommunications operator
across the Middle East and
4 1
newly lit Zain Group Building in Africa providing mobile voice

Bahrain lights up the Bahrain

and data services to 69.5
million active customers
3
Night Skyline...
Tweets 16 2
Discover a
1:25 AM Oct 16th from TwitPic

1 Inaugural ‘GCC Web-Ranking’ sees www.zain.com attain

third best website from 85 blue-chip GCC companies.
http://tinyurl.com/ygtjqqj

Wonderful
12:59 AM Oct 15th from web

3
World
Zain Create
launches soon

Your World
Lorem ipsum dolor sit amet,
3 consectetur adipiscing elit.
2 Suspendisse ac arcu augue.

of Rhythm
Donec malesuada risus ac nulla
vehicula commodo. Phasellus
3 nec velit vitae mi tempor
dictum. Lorem ipsum dolor sit
4 amet, consectetur adipiscing.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Suspendisse ac arcu augue. Donec malesuada risus ac
4 Discover
nulla vehicula commodo. a Wonderful A Wonderful World
Lorem ipsum dolor sit amet,
World
www.zain.com

consectetur adipiscing elit.

4 Suspendisse ac arcu augue.
www.zain.com A Wonderful World Donec malesuada risus ac nulla
vehicula commodo.

www.zain.com A Wonderful World

Rainbow principle Always use colour 3
graduation backgrounds, rather than
solid colour backgrounds on the first
point of contact with the brand
• Colour graduation backgrounds are more powerful than standard solid colour backgrounds,
on the first point of contact with the brand – because they deliver more than just one colour
and help ensure that Zain appears as a multi-coloured brand.
• The ‘first point of contact with the brand’ are front covers and outer communications such as
advertising, brochures/leaflet front covers, retail facias and front windows, website home page,
outer packaging etc.
• Our multi-coloured palette is represented in 4 distinctive and ownable Zain colour
graduation backgrounds:
1. Pink/Purple colour graduation PLEASE NOTE:
2. Cyan/Aqua colour graduation Photography is
3. Yellow/lime colour graduation NOT included in the
calculation of colours.
4. Black colour graduation The Zain colour palette
colours ONLY are
• Colour graduations all contain a unique embedded watermark consisting included in the colour
calculation.
of a ‘mottle’ effect (lighter areas) and distinctive linework pattern.
This creates ownership and supports brand trademark.
 4.11 THE POWER OF THE RAINBOW Colour graduations Zain Brand Guidelines
Colour graduation
backgrounds may be
Colour graduations are more used BOTH vertically
powerful than solid colour on the first and horizontally
There are 4
point of contact with the brand colour graduation
backgrounds
Colour graduation backgrounds deliver more 1. Pink/Purple
than just one colour. This helps ensure that Zain 2. Cyan/Aqua
3. Yellow/lime
ALWAYS appears as a multi-coloured brand. 4. Black
Graduation backgrounds also contain our unique
Zain active pattern which creates high recognition There are 3 levels
of pattern – large,
for the brand. medium and small,
included in all colour
graduation background
Colour graduation artwork files
backgrounds should
ALWAYS appear
with the Zain active There are 8 versions
patterns which are of colour graduation
included in artwork files background artworks
including linework
and mottle effects
variations
Over-use of
NEVER recreate colour graduation
existing colour backgrounds
graduation throughout any single
backgrounds or
create any additional brand communication,
graduations. such as a brochure
ALWAYS use artwork could dilute their
supplied.
impact
Colour graduations all
contain a unique and
distinctive watermark
 4.12 THE POWER OF THE RAINBOW Colour checklist Zain Brand Guidelines

Zain colour
check list
ALWAYS use the following check list
to make sure the Zain brand
guidelines have been accurately
followed when using photography
in Zain brand communications. 1. Are the selected colours from the Zain colour palette ONLY?
– 8 solid colours, 4 colour graduation backgrounds

2. Are the selected colour(s) being repetitively used?

– Were they used in a previous brand communication?
– Is there a conscious effort to use all of the Zain colour palette at different
times on different brand communications?

3. Have a minimum of 4 Zain colours been used in the

brand communication?
– please refer to page 4.09 for more information

4. Is the Zain brand communication a full colour execution?

– NOT black and white, single colour or duotone (2 colours).

5. If colour backgrounds have been used on the first point of contact

with the brand, are they colour graduation backgrounds, NOT solid
colour backgrounds?

6. Have original Zain colour graduation background artwork files

been used?

7. Have colour graduation backgrounds been used either verticall

or horizontal?
– NEVER rotated, stretched or squashed.
The power of
one font
 5.01 THE POWER OF ONE FONT Primary font Avenir Zain Brand Guidelines

The Zain primary font – Avenir

ONLY ever use Avenir in ALL Zain brand communications
The ONLY exception where Avenir is not used is letter correspondence
PowerPoint, web, email and PC based applications such as Word.
Adrian Frutiger designed Avenir in 1988, after years of having an
interest in sans serif typefaces.The word Avenir means “future” in French.
Avenir is not purely geometric; it has vertical strokes that are thicker
than the horizontals, an “o” that is not a perfect circle, and shortened
ascenders. These nuances aid in legibility and give Avenir a harmonious

ABC
and logical appearance for both texts and headlines.

The simple
legibility of Avenir
makes for a perfect
marriage with the
active pattern.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
 5.02 THE POWER OF ONE FONT Primary font Avenir Zain Brand Guidelines

One font. One voice.

Our Zain primary font – Avenir
We create consistency by using Avenir Light 35 ABCDEFGHIJKLMNOPQRSTUVWXYZ
ONE font – Avenir. There is flexibility abcdefghijklmnopqrstuvwxyz
in the selection of font weights – 1234567890 !@£$%^&*( )
ranging from Avenir Light to Avenir
Black. ALL COPY on Zain ALL Avenir Book 45 ABCDEFGHIJKLMNOPQRSTUVWXYZ
communications ALWAYS appears abcdefghijklmnopqrstuvwxyz
in Avenir. ONLY where Avenir is
unavailable, such as PowerPoint or web 1234567890 !@£$%^&*( )
should the Zain secondary be used. Avenir Roman 55 ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typographic principles abcdefghijklmnopqrstuvwxyz
Headings Body text 1234567890 !@£$%^&*( )
In Zain communications headings
ALWAYS appear in Avenir. NEVER
Body text ALWAYS appears in Avenir
Book or Avenir Roman. Line spacing Avenir Medium 65 ABCDEFGHIJKLMNOPQRSTUVWXYZ
use ALL capital letters in headlines
– ONLY EVER use upper and
and letter spacing ALWAYS appears
as natural.
abcdefghijklmnopqrstuvwxyz
lowercase. Heavier font weights may
be used to emphasise words or key
Alignment of body text is ALWAYS
range left.
1234567890 !@£$%^&*( )
messages. Line spacing and letter
spacing may appear tighter than
natural (0) providing letters do not
Avenir Heavy 85 ABCDEFGHIJKLMNOPQRSTUVWXYZ
overlap or ‘crash’ into each other. abcdefghijklmnopqrstuvwxyz
Alignment of headings may be
staggered, centred or range left. Consistent use
of the Zain primary
1234567890 !@£$%^&*( )
font Avenir creates
high brand Avenir Black 95 ABCDEFGHIJKLMNOPQRSTUVWXYZ
recogniton and
awareness. abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
 5.03 THE POWER OF ONE FONT Primary font Avenir – Arabic Zain Brand Guidelines

One font. Two versions.

English and Arabic.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir Light 35
We create consistency by using abcdefghijklmnopqrstuvwxyz
ONE font – Avenir. There is flexibility
in the selection of font weights – 1234567890 !@£$%^&*( )
ranging from Avenir Light to Avenir
Black. ALL COPY on Zain ALL ABCDEFGHIJKLMNOPQRSTUVWXYZ
RE Avenir Book 45

communications ALWAYS appears

in Avenir. ONLY where Avenir is HE
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
unavailable, such as PowerPoint or web
should the Zain secondary be used. NT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
FO
Avenir Roman 55

abcdefghijklmnopqrstuvwxyz
Typographic principles

IC 1234567890 !@£$%^&*( )
B
Headings Body text

ABCDEFGHIJKLMNOPQRSTUVWXYZ
A
In Zain communications headings Body text ALWAYS appears in Avenir Avenir Medium 65

R abcdefghijklmnopqrstuvwxyz
ALWAYS appear in Avenir. NEVER Book or Avenir Roman. Line spacing

A
use ALL capital letters in headlines and letter spacing ALWAYS appears
– ONLY EVER use upper and
lowercase. Heavier font weights may
as natural.
Alignment of body text is ALWAYS
1234567890 !@£$%^&*( )
be used to emphasise words or key
ABCDEFGHIJKLMNOPQRSTUVWXYZ
range right.
messages. Line spacing and letter
Avenir Heavy 85
spacing may appear tighter than
natural (0) providing letters do not
overlap or ‘crash’ into each other.
abcdefghijklmnopqrstuvwxyz
Alignment of headings may be
staggered, centred or range right.
Consistent use
of the Zain primary 1234567890 !@£$%^&*( )
font Avenir creates
high brand
recogniton and ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir Black 95
awareness. abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
5.04 THE POWER OF ONE FONT Zain Brand Guidelines
5.05 THE POWER OF ONE FONT Zain Brand Guidelines
5.06 THE POWER OF ONE FONT Zain Brand Guidelines
 5.07 THE POWER OF ONE FONT Secondary font Arial Zain Brand Guidelines

The Zain secondary font – Arial

A contemporary sans serif design. The overall treatment of curves
ONLY ever use
is softer and fuller than in most industrial-style sans serif faces. Arial for screen
Arial font terminal strokes are cut on the diagonal which helps to communications
when Avenir is
give the face a less mechanical appearance. Arial is legible and unavailable.
effective for digital and screen communications.

ABC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
 5.08 POWER OF THE PATTERN Role of the Pattern Zain Brand Guidelines

Our Zain secondary font – Arial

Arial our secondary font is ONLY ever
used when Avenir is unavailable in
digital or screen environments such
as PowerPoint or web.

Typographic principles
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
Headings Body text
abcdefghijklmnopqrstuvwxyz
In Zain communications where
Avenir is unavailable – headings
Where Avenir is unavailable –
body text ALWAYS appears in 1234567890 !@£$%^&*( )
ALWAYS appear in Arial. NEVER Avenir Regular. Line spacing and
use ALL capital letters in headlines
– ONLY EVER use upper and
letter spacing ALWAYS appears
as natural. Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
lowercase. Heavier font weights may
be used to emphasise words or key
Alignment of body text is ALWAYS abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*( )
range left.
messages. Line spacing and letter
spacing may appear tighter than

ABCDEFGHIJKLMNOPQRSTUVWXYZ
natural (0) providing letters do not
overlap or ‘crash’ into each other. Arial Black
Alignment of headings may be
staggered, centred or range left. abcdefghijklmnopqrstuvwxyz
Consistent use
1234567890 !@£$%^&*( )
of the Zain primary
font Avenir creates
high brand
recogniton and
awareness.
 5.09 THE POWER OF ONE FONT Font check list Zain Brand Guidelines

Zain font/typography
check list
ALWAYS use the following check list
to make sure the Zain brand
guidelines have been accurately
followed when using fonts
in Zain brand communications. 1. Is the ONLY font being used within the Zain communication Avenir?
(Please refer to page XX for information on the primary Zain font Avenir)

2. Is the font Arial being used ONLY where the font Avenir is
unavailable in PowerPoint, web communications or letter correspondence?

3. Is upper and lowercase being used in head lines – NOT ALL capitals?

4. Is line spacing and letter spacing either natural or tight –

with NO additional space added – both headlines and body text?
Do any letters or words overlap or ‘crash’ into each other? If so, increase the line space or letter spacing.

5. Is the alignment of head lines range left, centred or staggered?

Range right alignment is used ONLY for arabic text.

6. Does body text appear ONLY in Avenir Book 45 or Avenir Roman 55?
No other weights of Avenir should ever be used for body text.

7. Is the alignment of body text ONLY range left – NOT range right,
justified or centred?
8. Is the colour of headlines or body text from the Zain
colour palette ONLY?
(Please refer to page XX for more information on the Zain colour palette)

9. Is typography visible over photographic images and colour

graduation backgrounds?
The power of
the master logo
 6.01 THE POWER OF THE MASTER LOGO Logo overview Zain Brand Guidelines

Logo overview
Zain primary logos are executed with a photographic appearance, 01 Master vertical logo
using four colour process (or RGB for screen use). Here the ‘swirl’ – 4 colour process
The master vertical logo,
symbol contains colour graduations and blends, creating soft edges reproduced using four colour
process, or RGB for screen use.
that express the concept of aura and radiance. ALWAYS use this logo,
wherever possible.

02 Master horizontal logo

– 4 colour process
01
The master horizontal logo,
reproduced using four colour
process, or RGB for screen use.
ALWAYS use this logo,
wherever possible.
02
primary logos

03 Secondary vertical logo

– Pantone 2582, Pantone 333
+ black
Only ever use this logo when
Master horizontal logo – 4 colour process four colour printing process is
The horizontal master logo is used whenever the Zain name unavailable. Or when the logo
needs to appear large scale with increased visibility is reproduced in alternative
materials such as embroidery
Master vertical logo – 4 colour process or plastic etc.

04 Secondary horizontal logo

– Pantone 2582, Pantone 333
+ black
03 ONLY ever use this logo when
Zain secondary logos 04 05 06
vertical space is limited and four
colour process is unavilable,
are executed with a
secondary logos

such as a lanyard strap or pens,

pencils etc.
graphic appearance, Secondary horizontal logo 05 Secondary vertical logo
– black & white
produced as three Secondary vertical logo
– 2 colours + black
– black & white
ONLY ever use this logo when
colour vector files. colour printing is unavailable.

06 Secondary horizontal logo

Here the ‘swirl’ symbol Secondary vertical logo
– black & white – black & white

has hard edges. Secondary vertical logo

– 2 colours + black
ONLY ever use this logo when
colour printing is unavailable
and vertical space is limited.
6.02 THE POWER OF THE MASTER LOGO Components Zain Brand Guidelines

Master logo – components

The Zain logos 01‘Swirl’ symbol
Expresses the
consist of three concept of aura
and radiance

components: 02 Word mark

1. ‘Swirl’ symbol The logotype

used for

2. Word mark 01
identification

03 Lozenge
3. Lozenge Holds and
protects the
03 swirl symbol
These ALWAYS and word mark

appear locked
together.

02

Both the 4 colour

process and 2 colour
+ black logos consist
03 02 01 of exactly the same
components:
Swirl symbol, word
mark and lozenge
 6.03 THE POWER OF THE MASTER LOGO Clearance zone and minimum size Zain Brand Guidelines

Clearance zone and minimum size

01 Clearance zone
The minimum
clearance zone
measures the width
of the ‘N’ from the
Zain word mark

ALWAYS follow the clearance zone and 02 Minimum size

The minimum size
minimum size guidelines for protecting 01 of the Zain logo is
21mm for the master
the Zain logo in communications logo and 10mm for
the horizontal logo

Minimum
clearance zone
To retain the clarity and impact
of the Zain logos, the minimum
clearance areas are shown here.
02

Minimum size

21mm
To ensure legibility, the logos
should never appear smaller than
the minimum sizes specified here.
Minimum size

Clearance zone

01

The clearance
zone may appear 02
larger than

10mm
the minimum
requirement –
Minimum size
if space is
available
Clearance zone
 6.07 THE POWER OF THE MASTER LOGO Backgrounds Zain Brand Guidelines

Backgrounds
Care must be taken when positioning
the logo against photographic
backgrounds. ALWAYS position the
logo on a neutral area of the image,
where the background is calm and
visibility is high.

ALWAYS add a white

keyline to the logo
lozenge for black
backgrounds
The weight of the white keyline
equals 1/3 of the width of the
letter ‘i’ in ‘zain’

keyline weight
equals 1/3 of ‘i’
 6.08 THE POWER OF THE MASTER LOGO Logo check list Zain Brand Guidelines

Zain logo
check list
ALWAYS use the following check list
to make sure the Zain brand
guidelines have been accurately
followed when using logo
in Zain brand communications. 1. Is the primary master vertical Zain logo being used?
Secondary logos should ONLY ever be used where space is limited
or colour printing is restricted.

2. Have the approved logo artwork files been used?

Logo artwork files should not be recreated or changed in any way.

3. Have the logo clearance zone guidelines been followed?

For more information on the logo clearance zone please refer to page XX.

4. Have the logo minimum size guidelines been followed?

For more information on the logo minimum size please refer to page XX.?

5. Has the logo been correctly positioned in the top left

hand corner of the communication?
The logo should never be positioned in the top right, bottom right or bottom left
hand corner of any communicaion.

6. Has the correct logo size been used for ‘A’ formats?
For information on logo sizing for ‘A’ formats please refer to page XX.

7. Does the logo appear on a calm area of a photographic

background or a quiet space within a pattern background?
The Zain logo should NEVER visually compete with the contents of a photograph.
The Zain logo should NEVER visually compete with the active pattern.
ALWAYS take care to postion the pattern away from the logo.

8. If the logo has been positioned on a black or dark background

has a white keyline been added to the logo lozenge?
For more information on keyline application and width please refer to page XX.