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Al Ajban Chicken Brand Guideline - November 2015

Al Ajban ChickenBrand Guideline

Implementing the Al Ajban Chickenbrand in communications

V.I - November 2015


Introduction

In 1981, Al Ajban Poultry Farm started its operations, becoming the first and onlyproducer of naturally reared chicken and table eggs to the UAE market.

In 2010, with the increased demand in fresh chicken, Al Ajban Poultry Farm began a complete poultry integration project that now includes broiler-breeder houses, hatcheries, broiler houses, slaughterhouse, processing plant and a feed mill.

Al Ajban Poultry Farm is HACCP and ISO certified,it adheres strictly to the higheststandards of production performance, hygiene, bio-security, nutrition, protection of poultry stock against diseases and product safety.


2. Basic identity elements

2.0 Logo Rationale2.1 Master Logo / Grid2.2 Orientation Options / Grid2.3 Brand Narrative2.4 Basic Identity Elements2.5 Brand Identity Orientation and Lockups2.6 Size2.7 Clear Space2.8 Logo Proportion / Placement2.9 Color Versions2.10 Logo on Spot Colored Background2.11 Logo on Photographic Background2.12 Color Specifications2.13 Image Style / Composition2.14 Incorrect Usage2.15 Typeface – English2.16 Typeface – Arabic2.17 Corporate Stationeries Letterhead / Business card Paper bag / Document envelope DL envelope / A5 envelope CD jacket / CD label Powerpoint template Email signature2.18 Packaging Fresh Chicken Tray Fresh Whole Chicken Premium Chicken (Whole) Box2.19 Vehicle Livery Truck

1. Brand Strategy

VisionMission

Table of Content


Mission:Our goal is to satisfy our consumers with high-quality poultry products and services.At Al Ajban, we commit to excellence in product innovation, efficient production,humane animal treatment and employee development.

Vision:To be recognised as the brand of choice in the poultry market through our wide range of high-quality products and commitment to food security.

Values:

Our QualityWe deliver our products and services at impeccable standards and take charge of quality, health, and safety.

Our PartnersWe highly trust our network of partners and our organisation’s vision as we provideinnovative product and service solutions.

Our approachWe take on opportunities for self-improvement and growth and pursue innovation for results that will distinguish us as a pioneering company in the region.

Animal Welfare:We firmly stand behind our commitment to keep things natural and to reinforce this, we seek out our animal’s welfare and raise them in a climate-controlled environment for their best benefit.

Brand Strategy: Vision / Mission1


The brandmark formation was inspired by the images shown. The icon is a graphic symbolism of a homelike and welcoming feeling since Al Ajban Chickens are born and bred in the UAE. It also represents quality and assurance.

2.0 Logo Rationale


Master Logo Grid

Master Logo / Grid2.1


English / Arabic Horizontal Orientation

Arabic Priority Horizontal Orientation

English Priority Horizontal Orientation

Vertical logo orientation

If the logo needs to be displayed in a vertical manner like banners, flags, etc., always make sure that the logotype is written or pointed upwards. The symbol should always be pointing upwards as well.

Orientation Options / Grid2.2


The Brand Narative is defined by 3 components; Verbal Visual Operational / Experiential communication

The Verbal and Visual communication is emanating from the promise and personality indicated in the brand wheel. The operational / Experiential is the purpose indicated in theupper part of the brand wheel.

The identity of Al Ajban Chicken is shaped by its mission - The basic elements of the brand have been selected tosymbolise this role, creating a unique look for Al Ajban Chicken and supporting its philosophy. They form the foundation of a distinct and memorable identity that embodies the key values and attributes of Al Ajban Chicken. The brand also symbolises the company’s professionalism, aspirations and focus.

Brand Narrative2.3


Al Ajban Chicken’s visual identity has three key elements:

1. Brand identity2. Pattern3. Typography

If the elements are used consistently and correctly, it will create a distinctive and recognizable profile for Al Ajban Chicken.

Master Logo TypographyPattern

Element

Symbol ABC abcOptima

ABC abcGotham

Wordmark and endorsement line

Basic Identity Elements2.4

Axt Advertising


If the logo is used in its standard format then the tagline can be incorporated within the lock-up. However, if the logo is used in an un-orthodox format, the tagline should not be used in the lock up, but, used elsewhere in the design.

Brand IdentityOrientation & Lockups2.5

.75

.75.75

.75

1

1

1


The Al Ajban Chicken logo should always be set at a legible size, the recommended minimum size in width is 20 mm or 2 cm.

Size2.6


A clear space area equal to 1 x the height of the letter “A” of the logotype has beendefined around the brand identity which should remain free from other elements(type and graphics). Use the minimum clear space area as a guide to protect the brand identity from distracting elements. It is a minimum and should be increased wherever possible.

Clear Space2.7


The width of the logo should not be smaller than the equivalent of the total work spacedivided by 8. In cases where the area is in horizontal orientation or the height is less than the equivalent of the width of the area divided by 8, the proportion of the logo should be based on the height divided by 3. The size of the logo should not be smaller than 1 but not bigger than 2.

The Al Ajban Chicken brand identity works best when it is anchored to the left of the layout, either top or bottom. The logo should be inset from the edge at least 1 x the height of the letter “A” of the logotype.

Logo Proportion / Placement2.8


There are four color variations of the brand identity. The full color version is the primary brand identity and should be used wherever possible.

Primary Logo – Full ColorSymbol – Pantone 2756 C (Dark Blue) / Pantone 2925 C (Light Blue)Pantone 368 C (Light Green) Pantone 356 C (Dark Green)Wordmark and endorsement line – Pantone 2756 C (Dark Blue)

Version 1 – One Dark BluePantone 2756 C

Version 2 – One Color Light BluePantone 2925 C

Version 3 – One Color Light GreenPantone 368 C

Version 4 – One Color Dark GreenPantone 356 C

Primary Logo

V.1 1 Dark Blue V.2 1 ColorLight Blue

V.3 1 ColorLight Green

V.4 1 Color Dark Green

Color Versions2.9


The diagrams on the opposite shows which brand identity versions can be used onprimary and secondary colored backgrounds.

Full Color

One Color Blue

One Color Green

Negative

Logo on Spot Colored Background2.10


When using the brand identity on an image,select the color version that is most legible, and complements the image. The preferred brand identity color way is the full color version (1). It should be used wherever possible to reinforce our distinctive primary color palette.

V.1 Full color V.2 One color blue

V.3 One color green V.4 Negative

Logo on Photographic Background2.11


The Pantone and CMYK values provided can be used on both coated and uncoated paper when printing. Although variations in color will occur, try to match the colors as closely as possible.

Primary color palette

Secondary color palette

C30 M5 Y0 K0C30 M25 Y10 K5 C20 M0 Y40 K0 C30 M10 Y40 K10 C0 M60 Y100 K0

Color Specifications2.12


When selecting images for print and electronic material, the hue should always be on the warm tone. Always consider the “homelike and welcoming feeling”.

Please note: the photographic examples on this page are for conceptual and design reference only. The image rights belong to the corresponding sources or authors.

Image Style / Composition2.13


When reproducing the brand identity, always use the master artwork. Only use one of the four color versions shown on the Brand guideline for use on colored backgrounds and images.

Do not change the colors of the symbol and logotype.

Do not use the full color brand identity on primary coloredbackgrounds.

Ensure the brand identity islegible when using on an image. Do not use transparency effects.

Do not rotate the symbol or logotype.

Do not stretch logotype orendorsement line.

Ensure the brand identity is legible when using on an image.

Do not alter or redraw the symbol.

Incorrect Usage2.14


For designed, branded communications done internally or outside, use Optima Bold or Regular for headlines / titles and Gotham Book / Light for body copy.

Optima Bold

Optima Regular

Gotham Book

Gotham Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ

0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +



Typeface - English2.15


Typeface - Arabic2.16The Arabic Typeface Adobe Arabic (Family) can be used for arabic language communication materials.

Adobe Arabic Regular

Adobe Arabic Bold

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض

ط ظ ع غ ف ق ل م ن ه و ي

0123456789

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض

ط ظ ع غ ف ق ل م ن ه و ي

0123456789


VIP

Regular

Letterhead / Continuous sheet Business Cards

Corporate Stationeries2.17


Paper bag Document envelope



DL envelope

A5 envelope



CD jacket / CD label




Powerpoint template (Title page) Powerpoint template (Inside pages)


Email signature



Packaging2.18

Fresh Chicken Tray (Parts)


Packaging2.18

Fresh Whole Chicken


Packaging2.18

Premium Chicken Whole


Box

Packaging2.18


Vehicle Livery2.19

Truck

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