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DUBAI WORLD CUP

GRAPHIC STANDARDS & BRAND

IDENTIFICATION


Copyright No part of this book may be reproduced in any form without written permission of the copyright owner. Copyright Š 2011 by Amber Tu for course Identity 2, taught by Thomas McNulty at the Academy of Art University, CA. All rights reserved.


Dedicated to the Richest Horse Race in the World


// STATEMENT

Introduction and Background

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.

01 Statement


GRAPHIC IDENTIFIER

//_1.0

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

TYPOGRAPHY

//_2.0

2. 1 Main Typeface 2.2 Secondary Typeface

STATIONERY

//_3.0

3.1 Letterhead 3.2 Business Card 3.3 Envelope 3.4 Mailing Label

APPLICATIONS

//_4.0

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

02 Contents


// LETTER

From the Chairmain

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.

03 Letter from the Chairman


04 The Palm


// 1.0

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 1. 9

Supporting Graphics

Glossary of Terms

05 Graphic Identifier


06 Graphic Identifier


DU BA I WOR LD CU P

1.1

Definition and Rationale

Dubai World Cup is a thoroughbred horse race held annually

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

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

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

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

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

the Emirates Horse Racing Authority whose Chairman is Sheikh

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

Mansour bin Zayed Al Nahyan, Presidential Affairs of United Arab

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

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.

07 Definition and Rationale


D U BAI WO RL D CU P

DUBAI WORLD CUP

Original Identity

New Identity

1.1

Design Criteria

Design Objectives

Unique Selling Proposition

Rebrand a new corporate identity that supports and promotes

Dubai World Cup has won several awards and nominations

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

Known as one of the world’s richest horse race

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

A leader of the horse racing industry

standards manual. Identification appears to be crucial because corporate visual identity plays a symbolic role towards creating

Key Adjectives

a positive impression.

Advanced, Visionary, Diverse, Modern, Progressive, Iconic, Upbeat, Accessible, Confident, Deafening, Sweeping, Grand, Open, Eloquent, Fast-paced

08 Design Criteria


DUBAI WORLD CUP

1.2

Competitors

Accurate information about competitors is vital to Dubai World

Collaboratively track who Dubai World Cup’s competitors are,

Cup to maintain its competitive advantage. With its structured

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

way to manage competition, events can maximize opportunity

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

in their market and minimize the threat of potential competitors.

a service or even a particular product - Competitious works for

Competitious is an easy, confidential way to discover and share

the event regardless of their industry.

competitive information collaboratively across the organization and keep Dubai World Cup within the rage of competition.

09 Competitors


DUBAI WORLD CUP

1.3

Identifier

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

The identifier will provide Dubai World Cup with visibility and

objects of interest, stationery system, billboards, vehicles and

recognition. This new identifier carries the purpose of assisting

promotional items, This will facilitate and set opportunities that

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

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

community. The new identifier will provide Dubai World Cup with

The positive influence of a visible identity will inspire individuals.

a positive side.

10 Identifier


1.4

Pantone DS 310-4U

Pantone DS 158-3U

100% Black

Pantone DS 229-1U

Colors of Identifier

The following colors are chosen to establish a consistent identity

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

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

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

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

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

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

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

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

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

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

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

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

Pantone DS 158-3U Green.

Cup identifier colors are based on the equivalent Pantone PMS.

11 Colors of Identifier


1/2 X

X

DUBAI WORLD CUP 1/2 x

1.5

1/2 x

Clear Space

In order for the new identity to be effectivly displayed, the Dubai

The dotted line surrounding the official version of the Dubai

World Cup identifier should be always surrounded by the most

World Cup identity indicates that no illustration or graphic art

prescribed minimum amount of clear space. This clear space will

should intrude into this territory. This minimum space should

set it off distinctly from any other accompanying copy, illustrative

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

with material, photography and other graphic elements. The

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

recommended minimum distances that define this territory here

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

are derived from the Dubai World Cup identifier.

bottom should always have a consistent space of one half X around the Dubai World Cup identifier.

1 2 Clear Space


DUBAI WORLD CUP One Color Signature

DUBAI WORLD CUP Black and White Signature

1.6

DUBAI WORLD CUP Black and White Rversed Signature

DUBAI WORLD CUP One Color Signature Reversed

Color Usage

For effective usage, the Dubai World Cup identifier should be

On all applications and equipment applications the logo is to be

used in the following different variations in applications for the

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

system itself. These variations set the identity off distinctively

variation will depend on which of the four variations would most

from other surrounding elements, including copy, illustration

strongly and clearly present the Dubai World Cup signature on

with photography many other graphic elements. Recommended

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

minimum distances that define these variations here are derived

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

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

to limited in situations where the logo can not be easily read and needs a black area to legiblely present the logo.

13 Color Usage


DUBAI WORLD CUP

A

B

E

DUBAI WORLD CUP F

DUBAI WORLD CUP DUBAI WO RLD CUP C

G

DUBAI WORLD CUP D

DUBAI WORLD CUP H

DUBAI WORLD CUP

1.7 A

Unacceptable Usage of Logo

Never Never I

E

Turn the logo diagonally Turn the logo diagonally

B

Never Never

Use a different typeface for the logo

F

Separate the type from the element Separate the type from the element

C

Never Never

Never Never OutlineOutline the logo. t. logo.

Never Use a different baseline for the type

G

Skew orSkew distort the logo in logo any way or distort the in ny way.

D

Never

Never Place any pattern or image inside of logo

H

Never Use the logotype in titles, headlines or in text

14 Unacceptable Usage of Logo


DUBAI WORLD CUP

1.8

Supporting Graphics

The Dubai World Cup logo system contains two key supporting

As for the identity tagline, it should always be presented with

elements. These following supporting graphics are to be used

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

in a conjunction with the Dubai World Cup logo and supporting

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

photography. These elements are to be use as support elements

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

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

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

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

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

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

be in a horizontal form to match the logo.

15 Supporting Graphics


1.9

Glossary of Terms

Artwork A camera-ready image or pasteup 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.

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.

PIca A unit of measurement commonly used in typesetting and printing. 1 pica=1/5 inch, 6 picas=1 inch.

Legal Name Utilized in the full registered name of a corporation, division or subsidiary.

PMS The initials for the Pantone Matching System, a standardized system for the color specification and ink.

Letterspacing A typographic term referring to the amount of space between individual letters and numbers.

Point The smallest unit of measurement used in typesetting and printing. 1 point=1/72 inch, 12 points= pica.

Blind Embossing The stamping of an image without ink in relief on a surface, leaving a raised impression.

Logotype A specially designed typographic version of the corporate name.

Point Size A typographic term referring to the size of type. Standard sizes are: 6, 7,

Body Text In size from 6 to 12 points, used for the main text of a publication.

Lower Case A typographic specification referring to the small letters of the alphabet.

Color Swatch Samples of the authorized corporate colors, provided in a Reproduction Materials section of this manual.

Nomenclature A visual or verbal communication system used for all applications of a company’s name, its divisions, and subsidiaries.

Bleed The printed image that turns off one or more edges of a format.

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.

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.

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.

16 Glossary of Terms


// 2.0

Typography

2 . 1

Main Typeface

2 . 2

Secondary Typeface

17 Typography


18 Typography


Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ + Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ + Gotham LightItalic

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

2.1

Main Typeface

Typography plays a significan role in shaping our company

The typeface Gotham is an appropriate choice for Dubai World

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

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

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

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

achieve that unified look, Dubai World Cup has selected Gotham

our preferred choice of typeface.

as its one of its main typefaces.

19 Main Typeface


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

6/11

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.

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

7/12

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.

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.

2.2

10/13

Secondary Typeface

Gotham was first to be commissioned by GQ magazine, whose

Dubai World Cup selected Gotham as its secondary typeface.

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

The typeface Gotham is an appropriate choice for Dubai World

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

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

Although the magazine was initially considering a series of fonts

worldwide and it is highly legible.

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

20 Secondary Typeface


// 3.0

Stationery

3 . 1

Letterhead

3 . 2

Business Card

3 . 3

Envelope

3 .4

Mailing Label

21 Stationery


22 Stationery


2.2

3.0

Al Rigga , Clock Towe r

0.1 0.4 0.1

D ubai , U nite d Arabs Emirates

DUBAI WORLD CUP

February 10, 2010

Dear John Smith,

T h e D u b a i Wo r l d C u p i s a T h o r o u g h b r e d h o r s e r a c e h e l d a n n u a l l y s i n c e 1 9 9 6 a n d f r o m 201 0 at the M eydan Racecourse in the cit y of D ubai, United Arab Emirates . The annual horse race is operated through the Emirates Horse Racing Authority whose Chairman is Sheikh Mansour bin Zayed Al Nahyan , Minister of the Presidential Af fairs of United Arab Emirates , Dubai. The race was the creation of the Ruler of Dubai Sheikh Mohammed bin Rashid Al M a k to u m wh o own s D a rl ey Stu d & G o d o l p h i n Ra ci n g , o n e of th e wo rl d ’s l e a d i n g t h o r o u g h b r e d b r e e d i n g a n d r a c i n g o p e r a t i o n s . P a r t o f t h e D u b a i Wo r l d C u p N i g h t of ra ce s , it h a s a p u r s e of U S D 1 0 m illi o n si n ce 2 01 0 , m a k i n g it th e wo rl d ’s ri c h e s t h o r s e r a c e . I t i s a G r o u p 1 f l a t r a c e o n Ta p e t a F o o t i n g s s y t h e t i c s u r f a c e f o r N o r t h e r n H e m i s p h e r e T h o r o u g h b r e d f o u r- y e a r- o l d s & u p a n d f o r S o u t h e r n H e m i s p h e r e T h o r o u g h b r e d t h r e e - y e a r- o l d s & u p r u n o v e r a d i s t a n c e o f 2 , 0 0 0 m e t r e s i n l a t e M a r c h .

27.9

T h e r a c e ’ s f i r s t w i n n e r w a s t h e f u t u r e U n i t e d S t a t e s H a l l o f Fa m e t h o r o u g h b r e d , C i g a r, owned by Allen E . Paulson . A plaque honoring that hangs outside the barn of Bill M ot t a t B e l m o n t P a r k . I n 2 0 0 6 t h e D u b a i Wo r l d C u p w a s b r o a d c a s t l i v e o n T V G N e t w o r k and H RT V and taped later for showing on ABC . It was the first time that the race was shown on national T V in the United States . I n 2 0 1 0 , t h e D u b a i Wo r l d C u p w a s h e l d a t t h e n e w M e y d a n R a c e c o u r s e o n M a r c h 2 7.

STEVE JOBS

T h e 2 0 1 0 D u b a i Wo r l d C u p w a s t h e 1 4 t h r u n n i n g o f t h e D u b a i Wo r l d C u p . T h e r a c e t o o k p l a c e o n M a r c h 2 7, 2 0 1 0 , a n d w a s t e l e v i s e d i n t h e U n i t e d S t a t e s o n t h e ABC television network and in the United Kingdom by Channel 4 , whose coverage attracted criticism for finishing before the winner was confirmed. This event marks the richest horse race in the world with a purse of $ 1 0,0 0 0,0 0 0. It was the first time that the event was held at the M eydan Racecourse. The race was wo n by G l ó ria d e C a m p e ã o f ro m Liz a rd ’s D e si re a n d A llyb a th re e -way p h oto f i n is h .

S i n c e r e l y,

Emirates Horse Racing Authority

3.1

21.5

Letterhead

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

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

and professional look. Through the Dubai World Cup letterhead,

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

we are able to communicate all the necessary information. The

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

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

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

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

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

information. Measuresments and guidelines presented above

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

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

Pantone DS 158-3U Green.

23 Letterhead


Al Rigga, Clock Tower Dubai, United Arabs Emirates

2. 2

0.1 0.4 0.1

DUBAI WORLD CUP Emirates Horse Racing Authority Founder Sheihh Nahyan

3.2

Business Card

Size: 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.

24 Business Card


12.05

2.2

0.1

3.0

Al Rigga , Clock Towe r D ubai , U nite d Arabs Emirates

0.4 0.1

DUBAI WORLD CUP

10.4

3.3

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.

25 Envelope


2.2

Al Rigga , Clock Towe r D ubai , U nite d Ara bs Emirates

0.1 0.4 0.1

3.4

3.0

DUBAI WORLD CUP

Mailing Label

Size: 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.

26 Mailing Label


// 4.0

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 .1 0

Billboard

27 Applications


28 Applications


4.1

Umbrella

29 Umbrella


4.2

Key Chain

30 Key Chain


4.3

31 T-Shirt

T-Shirt


4.4

Brief Case

32 Brief Case


4.5

33 Pen

Pen


4.6

Lighter

34 Lighter


4.7

35 Mug

Mug


4.8

Shopping Bag

36 Shopping Bag


4.9

37 Truck

Truck


4.10

Billboard

38 Billboard


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