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& BRAND GRAPHIC STANDARDS IDENTIFICATION DUBAI WORLD CUP

Dubai World Cup Manual

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Page 1: Dubai World Cup Manual

& BRAND

GRAPHICSTANDARDS

IDENTIFICATION

DUBAI WORLD CUP

Page 2: Dubai World Cup Manual
Page 3: Dubai World Cup Manual
Page 4: Dubai World Cup Manual

Copyright

No part of this book may be reproduced in any form without

written permission of the copyright owner. Copyright © 2011 by

Amber Tu for course Identity 2, taught by Thomas McNulty at

the Academy of Art University, CA. All rights reserved.

Page 5: Dubai World Cup Manual

Dedicated to the Richest Horse Race in the World

Page 6: Dubai World Cup Manual

Effective communication is essential to the success of Dubai World Cup. This Graphic

Standards Manual is to fulfill this mission, it contains the main focused guidelines for

maintaining the proper corporate identity.

Our signature, made up of graphic and logotype, is our identity and repsresents an asset

of great value. It is our own responsibility to utilize the Dubai World Cup logo correctly so

through countless event attenders, the value will increase.

The Dubai World Cup identity has ben designed to give prominence to the Dubai World Cup

event. It is important that all communications using the Dubai World Cup identity be applied

consistently. The following guidelines must be observed to preserve the message intended

by the design. The new logo should be applied to all materials including, but not limited to,

stationery, forms, direct mail, publications, products and other presentation materials.

// STATEMENTIntroduction and Background

01 Statement

Page 7: Dubai World Cup Manual

GRAPHIC IDENTIFIER

1.1 Design Criteria

1.2 Competitors

1.3 Identifier

1.4 Colors of Identifier

1.5 Clear Space

1.6 Color Usage

1.7 Unacceptable Usage of Logo

1.8 Supporting Graphics

1.9 Glossary of Terms

//_1.0

TYPOGRAPHY

2. 1 Main Typeface

2.2 Secondary Typeface//_2.0STATIONERY

3.1 Letterhead

3.2 Business Card

3.3 Envelope

3.4 Mailing Label

//_3.0

APPLICATIONS

4.1 Umbrella

4.2 Key Chain

4.3 T-Shirt

4.4 Brief Case

4.5 Pen

4.6 Lighter

4.7 Mug

4.8 Shopping Bag

4.9 Truck

4.10 Billboard

//_4.0

02 Contents

Page 8: Dubai World Cup Manual

03 Letter from the Chairman

Effective communication is essential to the achievement of Dubai World Cup’s

goals. This Graphic Standards Manual was developed to fulfill this mission, it

contains the guidelines for maintaining the proper corporate identity.

Our signature, made up of graphic and logotype, is our identity and repsresents

an asset of great value. It is our responsibility to use the Dubai World Cup identity

correctly so through countless event attenders and industry impressions.

The Dubai World Cup identity has ben designed to give prominence to the Dubai

World Cup event. It is important that all communications using the Dubai World

Cup identity be applied consistently. The following guidelines must be observed

to preserve the message intended by the design. The new logo should apply

to all materials including, but not limited to, stationery, forms, direct mailers,

publications, promotional products, presentation materials and advertising.

// LETTERFrom the Chairmain

Page 9: Dubai World Cup Manual

04 The Palm

Page 10: Dubai World Cup Manual

1 . 1 Design Criteria

1 . 2 Competitors

1 . 3 Identifier

1 .4 Colors of Identifier

1 .5 Clear Space

1 .6 Color Usage

1 .7 Unacceptable Usage of Logo

1 .8 Supporting Graphics

1.9 Glossary of Terms

05 Graphic Identifier

// 1.0Graphic Identifier

Page 11: Dubai World Cup Manual

06 Graphic Identifier

Page 12: Dubai World Cup Manual

07 Definition and Rationale

Dubai World Cup is a thoroughbred horse race held annually

since 1996 and from 2010 at the Meydan Racecourse in the city

of Dubai, United Arab Emirates. The race is operated through

the Emirates Horse Racing Authority whose Chairman is Sheikh

Mansour bin Zayed Al Nahyan, Presidential Affairs of United Arab

Emirates. The race was the creation of the Ruler of Dubai Sheikh

Mohammed bin Rashid Al Maktoum who owns Darley Stud and

Godolphin Racing, one of the world’s leading race operations.

Definition and Rationale1.1

D U B A I W O R L D C U P

Part of the Dubai World Cup Night of races, it has a purse of

USD 10 million since 2010, making it the world’s richest horse

race. Thoroughbred three-year-olds can run up over a distance of

2,000 meters. The race’s first winner was the United States Hall

of Fame thoroughbred, Cigar, owned by Allen E. Paulson.

Page 13: Dubai World Cup Manual

D U B A I W O R L D C U P DUBAI WORLD CUP

Original Identity New Identity

08 Design Criteria

Design Criteria1.1Design Objectives

Rebrand a new corporate identity that supports and promotes

a new look for Dubai World Cup. The developed identity will be

utilized and presented on 10 to 15 applications and on a graphic

standards manual. Identification appears to be crucial because

corporate visual identity plays a symbolic role towards creating

a positive impression.

Unique Selling Proposition

Dubai World Cup has won several awards and nominations

Known as one of the world’s richest horse race

A leader of the horse racing industry

Key Adjectives

Advanced, Visionary, Diverse, Modern, Progressive, Iconic,

Upbeat, Accessible, Confident, Deafening, Sweeping, Grand,

Open, Eloquent, Fast-paced

Page 14: Dubai World Cup Manual

DUBAI WORLD CUP

09 Competitors

Accurate information about competitors is vital to Dubai World

Cup to maintain its competitive advantage. With its structured

way to manage competition, events can maximize opportunity

in their market and minimize the threat of potential competitors.

Competitious is an easy, confidential way to discover and share

competitive information collaboratively across the organization

and keep Dubai World Cup within the rage of competition.

Competitors1.2Collaboratively track who Dubai World Cup’s competitors are,

what they do, and how their activity affects the event and their

value proposition. A competitor can be either an entire company,

a service or even a particular product - Competitious works for

the event regardless of their industry.

Page 15: Dubai World Cup Manual

10 Identifier

Identifier1.3

DUBAI WORLD CUP

The identity will be presented through the use of website, flyers,

objects of interest, stationery system, billboards, vehicles and

promotional items, This will facilitate and set opportunities that

serve Dubai World Cup’s objectives within the racing event itself.

The positive influence of a visible identity will inspire individuals.

The identifier will provide Dubai World Cup with visibility and

recognition. This new identifier carries the purpose of assisting

Dubai World Cup in bringing forth an unique image for the racing

community. The new identifier will provide Dubai World Cup with

a positive side.

Page 16: Dubai World Cup Manual

Pantone DS 310-4U Pantone DS 158-3U

100% Black Pantone DS 229-1U

11 Colors of Identifier

The following colors are chosen to establish a consistent identity

for Dubai World Cup. The ultimate way to present the new

identity for Dubai World Cup is in its three colors. When printing

in color, Dubai World Cup identity should be printed in Pantone

DS 310-4U, Pantone DS 158-3U, Pantone DS 229-1U and 100%

Black. No other colors can be substitued. When printing in black

and white, no other colors can be substitued. The Dubai World

Cup identifier colors are based on the equivalent Pantone PMS.

Colors of Identifier1.4For printing in full 100 % black, PMS equivalent Black 2C. In

four color process printing, Dubai World Cup’s identity can be

simulated with the combination of 10% Cyan, 50% Magenta,

0% Yellow and 10% Black. Dubai World Cup Black is simualted

with 100% Black. Other colors included in the Dubai application

includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and

Pantone DS 158-3U Green.

Page 17: Dubai World Cup Manual

12 Clear Space

Clear Space1.5In order for the new identity to be effectivly displayed, the Dubai

World Cup identifier should be always surrounded by the most

prescribed minimum amount of clear space. This clear space will

set it off distinctly from any other accompanying copy, illustrative

with material, photography and other graphic elements. The

recommended minimum distances that define this territory here

are derived from the Dubai World Cup identifier.

The dotted line surrounding the official version of the Dubai

World Cup identity indicates that no illustration or graphic art

should intrude into this territory. This minimum space should

never be violated. This clear space territory is derived from the

identifier’s Cap height. The Cap height equals X which is the

space that should be above the identifier. The left, right and

bottom should always have a consistent space of one half X

around the Dubai World Cup identifier.

DUBAI WORLD CUP

X

1/2 X

1/2 x 1/2 x

Page 18: Dubai World Cup Manual

13 Color Usage

For effective usage, the Dubai World Cup identifier should be

used in the following different variations in applications for the

system itself. These variations set the identity off distinctively

from other surrounding elements, including copy, illustration

with photography many other graphic elements. Recommended

minimum distances that define these variations here are derived

from Dubai World Cup and its identifier, shown on this page.

Color Usage1.6On all applications and equipment applications the logo is to be

presented in one of the above four variations. The choice of the

variation will depend on which of the four variations would most

strongly and clearly present the Dubai World Cup signature on

the application. In certain situations, the logo may be reversed

out to be presented in white. The use of the reversed version is

to limited in situations where the logo can not be easily read and

needs a black area to legiblely present the logo.

DUBAI WORLD CUPDUBAI WORLD CUP

DUBAI WORLD CUP

One Color Signature

Black and White Signature

Black and White Rversed Signature

One Color Signature Reversed

DUBAI WORLD CUP

Page 19: Dubai World Cup Manual

14 Unacceptable Usage of Logo

Unacceptable Usage of Logo1.7INever

Turn the logo diagonally

Never

Separate the type from the element

Never

Skew or distort the logo in ny way.

Never

Outline t. logo.

Never

Use a different typeface for the logo

Never

Use a different baseline for the type

Never

Place any pattern or image inside of logo

Never

Use the logotype in titles, headlines or in text

E

F

G

H

Never

Turn the logo diagonally

Never

Separate the type from the element

Never

Skew or distort the logo in any way

Never

Outline the logo.

A

B

C

D

DU

BA

I W

OR

LD

CU

P

DUBAI WORLD CUP

DUBAI WORLD CUP

A

B

C

D

E

F

G

H

DUBAI WORLD CUPDUBAI WORLD CUP

DUBAI WORLD CUP

DUBAI WORLD CUP

Page 20: Dubai World Cup Manual

15 Supporting Graphics

The Dubai World Cup logo system contains two key supporting

elements. These following supporting graphics are to be used

in a conjunction with the Dubai World Cup logo and supporting

photography. These elements are to be use as support elements

for the logo, they should not overpower or overlap the logo. The

first elemenet is the logo graphics, this element should be used in

one direction, it must always stay as a whole identity.

Supporting Graphics1.8As for the identity tagline, it should always be presented with

the Dubai World Cup logo in its colors. The tagline can be used

to overlap photos or large areas of tones. It can be used to lead

the viewer’s eye to either the Dubai World Cup logotype or any

secondary type sub-vheadlines. The tagline is to be set as center

justified and it should not be used vertically. The identity should

be in a horizontal form to match the logo.

DUBAI WORLD CUP

Page 21: Dubai World Cup Manual

16 Glossary of Terms

Artwork

A camera-ready image or paste-

up of a graphic elements with

instructions for printing.

Benday Screen

A line dot structure applied to type

or an image to reduce the intensity

or black or a color.

Bleed

The printed image that turns off one

or more edges of a format.

Blind Embossing

The stamping of an image without

ink in relief on a surface, leaving a

raised impression.

Body Text

In size from 6 to 12 points, used for

the main text of a publication.

Color Swatch

Samples of the authorized corporate

colors, provided in a Reproduction

Materials section of this manual.

Flush Left, Rag Right

A typographic specification referring

to the alignment of successive lines

of type with the left-hand margin,

with a random lines on the right side.

Grid System

An underlying structure consisting

of a series of horizontal and vertical

divisions, used to organize the

graphic elements in a layout.

Leading

The amount of space, measured in

points, between lines of type, for

example 8/9 points indicates 8 point

size with 9 point leading.

Legal Name

Utilized in the full registered name of

a corporation, division or subsidiary.

Letterspacing

A typographic term referring to the

amount of space between individual

letters and numbers.

Logotype

A specially designed typographic

version of the corporate name.

Lower Case

A typographic specification referring

to the small letters of the alphabet.

Nomenclature

A visual or verbal communication

system used for all applications of a

company’s name, its divisions, and

subsidiaries.

Offset Lithography

A printing process in which a rubber

surface blanket transfers an image

from a photographically etched

metal plate onto paper. The most

commonly used printing process.

Pantograph

A specially designed pattern printed

as secuity background on checks,

stocks certificates.

PIca

A unit of measurement commonly

used in typesetting and printing. 1

pica=1/5 inch, 6 picas=1 inch.

PMS

The initials for the Pantone Matching

System, a standardized system for

the color specification and ink.

Point

The smallest unit of measurement

used in typesetting and printing. 1

point=1/72 inch, 12 points= pica.

Point Size

A typographic term referring to the

size of type. Standard sizes are: 6, 7,

8, 9, 10, 11, 12, 14, 15, 18, 20, 24, 30,

35, 42, 48, 50 and 72.

Positive Uses

The reproductive of an image, which

is originally positive black, in positive

black or a color.

Symbol

The unique logoype or symbol that

identifies Dubai World Cup.

Typography

The use of type including its

selection, specification, and

relationship to a given format.

Uppercase

A typographic specification referring

to capital or uppercase letters.

Glossary of Terms1.9

Page 22: Dubai World Cup Manual

2 . 1 Main Typeface

2 . 2 Secondary Typeface

17 Typography

// 2.0Typography

Page 23: Dubai World Cup Manual

18 Typography

Page 24: Dubai World Cup Manual

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

Gotham Bold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

Gotham LightItalic

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

Gotham Book

19 Main Typeface

Typography plays a significan role in shaping our company

identity. The use of type should always stay consistent in this

graphic standards manual. In order for Dubai World Cup’s logo to

achieve that unified look, Dubai World Cup has selected Gotham

as its one of its main typefaces.

Main Typeface2.1The typeface Gotham is an appropriate choice for Dubai World

Cup as of its quality and effectiveness. The typeface selected is

available worldwide and is highly legible, as a result Gotham is

our preferred choice of typeface.

Page 25: Dubai World Cup Manual

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +

20 Secondary Typeface

Secondary Typeface2.2Gotham was first to be commissioned by GQ magazine, whose

editors wanted to display a sans-serif with a geometric structure

that would look masculine, modern, and fresh for their magazine.

Although the magazine was initially considering a series of fonts

that either looked like techno CD covers or were more traditional.

Dubai World Cup selected Gotham as its secondary typeface.

The typeface Gotham is an appropriate choice for Dubai World

Cup as of its quality and effectiveness. This typeface is available

worldwide and it is highly legible.

This is an type setting example, the typeface is Gotham set in 6/11 point, upper and lower

case, 10 picas wide, flushed left and justified. In a body copy, there will always be a line

of space to separate the paragraphs. There should be no indications at the start of

the paragraph. In order to create an effective manual, basic guidelines for setting type

should be followed so that the overall look and structure will be unified among the Dubai

World Cup graphic standard manual.

6/11

This is an type setting example, the typeface is Gotham set in 7/12 point, upper and

lower case, 10 picas wide, flushed left and justified. In a body copy, there will always

be a line of space to separate the paragraphs. There should also be no indications at

the start of the paragraph. In order to create an effective manual, basic guidelines for

setting type should be followed so that the overall look and structure will be unified

among the Dubai World Cup graphic standard manual.

7/12

This is an type setting example, the typeface is Gotham set in 10/13 point,

upper and lower case, 10 picas wide, flushed left and justified. In a body copy,

there will always be a line of space to separate the paragraphs. There should

also be no indications at the start of the paragraph. In order to create an

effective manual, basic guidelines for setting type should be followed so that

the overall look and structure will be unified among the Dubai World Cup

graphic standard manual.

10/13

Page 26: Dubai World Cup Manual

6/11

7/12

10/13

3 . 1 Letterhead

3 . 2 Business Card

3 .3 Envelope

3 .4 Mailing Label

21 Stationery

// 3.0Stationery

Page 27: Dubai World Cup Manual

22 Stationery

Page 28: Dubai World Cup Manual

23 Letterhead

The letterhead has been designed to aim for a cleaner, precise

and professional look. Through the Dubai World Cup letterhead,

we are able to communicate all the necessary information. The

basic design of the letterhead can be adapted to use at its offices

or corporate units. It can also be utilized with or without personal

information. Measuresments and guidelines presented above

should be followed to achieve the proper US letter layout size.

Letterhead3.1For printing in full 100 % black, PMS equivalent Black 2C. In

four color process printing, Dubai World Cup’s identity can be

simulated with the combination of 10% Cyan, 50% Magenta,

0% Yellow and 10% Black. Dubai World Cup Black is simualted

with 100% Black. Other colors included in the Dubai application

includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and

Pantone DS 158-3U Green.

STEVE JOBS

Februar y 10 , 2010

Dear John Smith ,

The Duba i Wor ld Cup i s a Thoroughbred horse race he ld annua l ly s ince 199 6 and f rom

2010 at the Meydan Racecourse in the c i t y of Duba i , Un i ted Arab Emirates . The annua l

horse race i s operated th rough the Emirates Horse Rac ing Author i t y whose Cha i rman

i s She ikh Mansour b in Zayed A l Nahyan , M in is te r of the Pres ident ia l Af fa i r s of Un i ted

Arab Emirates , Duba i .

The race was the creat ion of the Ru le r of Duba i She ikh Mohammed b in Rash id A l

Mak toum who owns Dar ley Stud & Godolph in Rac ing , one of the wor ld ’s lead ing

thoroughbred breed ing and rac ing operat ions . Par t of the Duba i Wor ld Cup N ight

of races , i t has a purse of USD 10 mi l l ion s ince 2010 , mak ing i t the wor ld ’s r ichest

horse race . I t i s a Group 1 f l a t race on Tapeta Foot ings sy thet ic sur face for Nor thern

Hemisphere Thoroughbred four-year-o lds & up and for Southern Hemisphere

Thoroughbred three -year-o lds & up run over a d is tance of 2 ,0 0 0 metres in late March .

The race ’s f i r s t winner was the future Un ited States Ha l l of Fame thoroughbred , C igar,

owned by A l len E . Pau lson . A p laque honor ing that hangs outs ide the barn of B i l l Mot t

at Be lmont Park . In 20 0 6 the Duba i Wor ld Cup was broadcast l ive on T VG Network

and HRT V and taped late r fo r showing on ABC . I t was the f i r s t t ime that the race was

shown on nat iona l T V in the Un ited States .

In 2010 , the Duba i Wor ld Cup was he ld at the new Meydan Racecourse on March 27.

The 2010 Duba i Wor ld Cup was the 14th runn ing of the Duba i Wor ld Cup . The

race took p lace on March 27, 2010 , and was te lev ised in the Un ited States on the

ABC te lev is ion network and in the Un ited K ingdom by Channe l 4 , whose coverage

at trac ted cr i t ic i sm for f in i sh ing before the winner was conf i rmed .

Th is event marks the r ichest horse race in the wor ld with a purse of $ 10 ,0 0 0,0 0 0. I t

was the f i r s t t ime that the event was he ld at the Meydan Racecourse . The race was

won by G lór ia de C ampeão f rom L izard ’s Des i re and A l lyba th ree -way photo f in i sh .

S incere ly,

Emirates Horse Rac ing Author i t y

27.9

21.5

0.1

0.1

2.2 3.0

0.4

DUBAI WORLD CUP

Al Rigga, Clock Tower

Dubai , United Arabs Emirates

Page 29: Dubai World Cup Manual

24 Business Card

Business Card3.2Size: 3.5” x 2”

Identifier: 2.024” x 0.832”

Legal company name and address: 7/12 points. Gotham typeface

in upper and lower case. The format should stay flushed left. Color:

Dubai World Cup Red for the Identifier and Black for name and

address. Measurement scale should range about 2.5” horizontal

format for the name/address. Paper Stock: Strathmore.

0.1

0.1

2.2

0.4

DUBAI WORLD CUP

Emirates Horse Racing Authority

Founder Sheihh Nahyan

Al Rigga, Clock Tower

Dubai, United Arabs Emirates

Page 30: Dubai World Cup Manual

25 Envelope

Size: No. 10 Envelope 4.125 x 9.5”

Indentifier: 2.5”

The Dubair World Cup envelope is to be utilized by using upper

case and lower case. The format is to be kept flushed left with

normal letter spacing, optical. Envelope Color: Dubai World Cup

Red. Pantone DS310-1U with the transparency of 35. Text Color

stays 100% Black. Pantone DS 219-1U.

Envelope3.3

10.4

12.05

0.1

0.1

2.2 3.0

0.4

DUBAI WORLD CUP

Al Rigga, Clock Tower

Dubai , United Arabs Emirates

Page 31: Dubai World Cup Manual

26 Mailing Label

Mailing Label3.4Size: 4.5” x 3”

Indentifier: 2.5”

Legal company name and address: 7/12 points. Gotham typeface

in upper and lower case. The format should stay flushed left.

Color:Dubai World Cup Red for the Identifier and Black for name

and address. Horizontal format for the name and address. Paper

Stock: Strathmore.

0.1

0.1

2.2

0.4

3.0

DUBAI WORLD CUP

Al Rigga, Clock Tower

Dubai , United Arabs Emirates

Page 32: Dubai World Cup Manual

4. 1 Umbrella

4. 2 Key Chain

4.3 T-Shirt

4.4 Brief Case

4. 5 Pen

4.6 Lighter

4.7 Mug

4.8 Shopping Bag

4. 9 Truck

4.10 B i l lboard

27 Applications

// 4.0Applications

Page 33: Dubai World Cup Manual

28 Applications

Page 34: Dubai World Cup Manual

29 Umbrella

Umbrella4.1

Page 35: Dubai World Cup Manual

30 Key Chain

Key Chain4.2

Page 36: Dubai World Cup Manual

31 T-Shirt

T-Shirt4.3

Page 37: Dubai World Cup Manual

32 Brief Case

Brief Case4.4

Page 38: Dubai World Cup Manual

33 Pen

Pen4.5

Page 39: Dubai World Cup Manual

34 Lighter

Lighter4.6

Page 40: Dubai World Cup Manual

35 Mug

Mug4.7

Page 41: Dubai World Cup Manual

36 Shopping Bag

Shopping Bag4.8

Page 42: Dubai World Cup Manual

37 Truck

Truck4.9

Page 43: Dubai World Cup Manual

38 Billboard

Billboard4.10

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