Al Raha Beach Brand Gidelines

Al Raha Beach Brand Guidelines

Logo

Brand Guidelines June 2014 - version 1.0

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Al Raha Beach Brand Guidelines

Contents

Introduction 3

Applications 23

Brand Essence Building Blocks Brand values

Brochure 24 Flyer 27

4 5 6

Environmental Branding Brand elements

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Logo 8 Colour 11 Incorrect use 12 Typography 13 Sub-brands 14

Monolith Signs 29 Site Branding 31 Welcome 32 Directional Signs 34 Parking Signage 36 Outdoor Signage

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Stationery 17 Letterhead 18 Business cards 19 Envelope 20 Fax 21 Memo 22

Bridge Banner 38 Hoarding 40 Flags 41 Lamppost hangers 42

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Al Raha Beach Brand Guidelines

Introduction

We aim to create a destination with new standards in residential communities Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as a Al Raha Beach.

This book is not for having a good read. This book is to tell everyone what our brand looks like. What the name of our brand is, how the brand behaves and how it’s dressed up.

If we all use this book and look thoroughly to the guidelines for all communication, our brand will be always recognizable. We’ve made guidelines for our initial requirements from the logo through to bridge banners and from a business card through to letterheads.

Applying the brand consistently is hugely important, it helps to keep the brand recognisable. This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility.

If we all pay attention to the smallest details of our brand, we can become a big brand. page

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Al Raha Beach Brand Guidelines

Brand Essence The Unique Selling Point of the Al Raha Beach development is its resort or marina style location and beautiful environment combined with the best in modern, stylish and convenient living. No other community in the capital can offer the warmth and tranquility of the sea combined with best-in-class amenities, modern and high standard construction and the convenience of it’s inclusive retail or F&B offering.

The target audience for the Al Raha Beach development fall under the following demographic and socio-graphic categories:

• SEC A&B – Afluent, Discerning

• Working professionals employed in Abu Dhabi

• Demanding of a high standard of living in modern, stylish and convenient accommodation with the latest & best amenities

• Western & Arab Expatriates & Emirati Nationals are primary target audience groups

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Al Raha Beach Brand Guidelines

Building Blocks

Personailty

Emotional Benefits

Rational Benefits

ConďŹ dent Inspiring Refreshing

Comfort & security, general well-being & quality of life, light & fresh in a vibrant social environment

Highest standards of construction and service, solid investment, ample & convenient facilities

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Al Raha Beach Brand Guidelines

Brand Values Inclusive

Aspirational

Confident

Modern

Resort Style

Intelligent page

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Al Raha Beach Brand Guidelines

Brand elements

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Al Raha Beach Brand Guidelines

Our logo

Logo

Primary logo

Our logo is an instantly recognisable symbol of our brand. It defines Al Raha Beach as a destination and should be treated with reverence.

The logo is made up for two elements, the wordmark and the brand graphic as shown opposite.

The primary logo should be displayed on the Raha Deep Blue background colour or a dark photographic image. For use on white/light backgrounds the Secondary logo and the Grey logo can be used.

Symbol

The word-mark

Secondary logo

Grey logo

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Al Raha Beach Brand Guidelines

Rules

Logo

Clear space

The logo is a precious asset and we must protect it. To do this we have established an area around the logo into which no other design element may intrude.

Clear space We call this the clear-space area. The clear-space area is equivalent to the height of the ‘R� within the word-mark, as shown opposite.

Clear-space exists in order to protect our logo and allow for a clearer expression.

Minimum size To maintain legibility, the logo should never be used at a size smaller than 36mm wide.

Minimum size

Minimum size 36mm (width)

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Al Raha Beach Brand Guidelines

Arabic Logo

Logo

Dual Language

Arabic version

As a culturally sensitive brand, we have two versions of our logo for Arabic, the Dual Language version and the Arabic only version. These should be used only where Arabic is a requirement.

Rules The previously defined rule still apply for the Arabic versions of the logo.

Minimum size

Minimum size 36mm (width)

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Al Raha Beach Brand Guidelines

Logo

Colour Our colour palette is vibrant and modern and compliments our brand image perfectly.

Each of the primary colour stands out well on the Raha Deep Blue background, given them a more vivid appearance.

The secondary ‘Grey scale‘ colours are for use for text and the monochromatic grey versions of the logos.

Raha Blue CMYK: 76, 21, 0, 0 RGB: 0, 159, 218

Raha Purple CMYK: 56, 66, 0, 0 RGB: 0, 159, 218

Raha Aqua CMYK: 77, 2, 44, 0 RGB: 0, 159, 218

Raha Mustard CMYK: 6, 28, 65 0 RGB: 0, 159, 218

Raha Deep Blue CMYK: 97, 68, 44, 43 RGB: 0, 159, 218

Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0

Grey Scale CMYK: 53, 43, 42, 27 RGB: 112, 112, 112

CMYK: 40, 31, 32, 10 RGB: 156, 156, 156

CMYK: 25, 19, 20, 2 RGB: 198, 198, 198

CMYK: 0, 0, 0, 0 RGB: 255, 255, 255

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Al Raha Beach Brand Guidelines

Logo

Incorrect use It may seem obvious t most of us, but we can not stipulate enough how important it is not to change our brand logo in any way.

Even minor changes have a long lasting negative impact on the brand. Please ensure that the provided Brand logos are used from the provided artwork and not changes in any way.

Don’t twist of rotate

Don’t alter the colours

Don’t alter the proportions

Don’t add effects or gradients

Don’t alter the components

Don’t place over busy images

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Al Raha Beach Brand Guidelines

Typography The fonts that we have chosen for our brand are Didot and Gill Sans, two very different fonts which compliment each other and reflect the traditional values of Al Raha Beach whilst presenting a modern forward thinking brand.

Didot should only ever be used for larger heading, it is not very legible at smaller type sizes.

Gill Sans can be used for easy to read body content and also be used for sub-headings, pull out quotes and alternative page headings.

Logo

Headings Didot - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.:;(*!?;?/\”)£$€%^&-+@

Minimum size 12 pt

Didot - Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.:;(*!?;?/\”)£$€%^&-+@

Minimum size 18 pt

Body and alternative headings Gill Sans - Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.:;(*!?;?/\”)£$€%^&-+@

Minimum size 5 pt

Gill Sans - Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789.:;(*!?;?/\”)£$€%^&-+@

Minimum size 5 pt

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Al Raha Beach Brand Guidelines

Sub Brands

Logo

Primary logo

Each of the Al Raha Beach sub-brands have been carefully crafted to represent their projects. Please ensure that you use the provided artwork for each of the sub-brands. These are all available from the brand team in AI, EPS and JPG formats.

Al Muneera at Al Raha Beach

Al Zeina

Al Bandar

at Al Raha Beach

at Al Raha Beach

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Al Raha Beach Brand Guidelines

Logo

Clear Space The sub-brands are governed by the same rules are the master brand. With the addition of the descriptor at is place beneath the sub-brand.

The clear space rules are equally important for the sub-brand as they are for the master brand.

Al Muneera at Al Raha Beach

Descriptor

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Al Raha Beach Brand Guidelines

Logo

Connectors

Primary logo

While each sub-brand has it’s own identity, we need to link them back to the Al Raha Beach master brand.

We can do this using the following:

• Raha Deep Blue Background • Al Raha Beach Descriptor • The Al Raha Beach waves graphic

Raha Deep Blue

Descriptor

Al Zeina at Al Raha Beach

Al Raha Beach Wave graphic

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Al Raha Beach Brand Guidelines

Stationery

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Al Raha Beach Brand Guidelines

Stationery

Letterhead

The letterhead shown here is pre-printed.

Letter content is set in a word processing environment and overprinted.

1. Al Raha Beach Logo: The logo is locked into the top centre and must not be moved or modified. The height of the logo should be 26mm 2. Address details: Gill Sans Light at 8.5pt.

3. Contact details: Gill Sans Light at 8.5pt.

4. Reverse side: Should be printed in the primary colour of the development. In this case Raha Blue.

The finished size of the letterhead is 210mm wide x 297mm high (A4).

The preferred stock for offset printing is Splendorgel White at 200gsm.

27.5

27.5 12 26

NB: All measurements on this page are in millimetres.

Al Zeina letterhead example: Using the Zeina signature yellow 27.5

27.5 12 26

Al Zeina at Al Raha Beach

3 3 26

Address line 1 Address line 2 City, Country PO Box 00000

t. +97100000000 f. +97120000000 my@emailaddress.com www.websiteaddress.com

Lic. UAE000011111

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Address line 1 Address line 2 City, Country PO Box 00000

t. +97100000000 f. +97120000000 my@emailaddress.com www.websiteaddress.com

Lic. UAE000011111

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Al Raha Beach Brand Guidelines

Stationery

Business Cards They may be small, but business cards leave a lasting impression of who you are.

That is why it is vitally important to follow these guides when having your cards made.

Stock selection The finished size of the business cards is 90mm wide x 55mm high (US 3.54� x 2.165�).

The preferred stock for offset printing is Splendorgel White at 400gsm.

1. Al Raha Beach Logo: The logo is locked into the top left corner and must not be moved or modified. The height of the logo should be 16.5mm 2. Name: Didot Bold at 12 pt.

3. Job Title: Gill Sans Light at 8.5pt.

4. Address details: Gill Sans Light at 8.5pt.

5. Contact details: Gill Sans Light at 8.5pt.

6. Reverse side: All business cards are printed on the reverse side in Raha Deep Blue with the appropriate development logo centred at 27mm height NB: All measurements on this page are in millimetres.

5 16.5

Steve Nobbs Managing Director

Address line 1 Address line 2 City, Country PO Box 00000

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t. +97100000000 m. +97150000000 f. +97120000000 my@emailaddress.com

4

40

5

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Al Raha Beach Brand Guidelines

Stationery

Envelope

The DL Envelope shown here is preprinted with an addressee window.

The preferred stock for offset printing is Splendorgel White at 200gsm.

1. Al Raha Beach Logo: The logo is locked into the top right corner and must not be moved or modified.

The height of the logo should be 26mm 2. Return Address: Gill Sans Light at 8.5pt.

3. Addressee window.

NB: All measurements on this page are in millimetres.

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If undelivered please return to: Address line | Address line 2 | City | Country | PO Box 00000

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Al Raha Beach Brand Guidelines

Stationery

Facsimile 27.5

27.5

The facsimile is based on the letterhead but is printed in black and white only.

1. Al Raha Beach Logo: The logo is locked into the top centre and must not be moved or modified. The height of the logo should be 26mm 2. Address details: Gill Sans Light at 8.5pt.

3. Contact details: Gill Sans Light at 8.5pt.

4. Reverse side: Should be printed in the primary colour of the development. In this case Raha Blue.

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49.5

Facsimile

NB: All measurements on this page are in millimetres.

To

[Title] [First] [Last name] [Company] [Position]

Fax No.

+00 0 0000 0000

From

[Title] [First] [Last name]

Date

00 [Month] 20XX

Subject

[Insert brief description]

Total pages

00

[Insert comments]

Address line 1 Address line 2 City, Country PO Box 00000

10

t. +97100000000 f. +97120000000 my@emailaddress.com www.websiteaddress.com

Lic. UAE000011111

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Al Raha Beach Brand Guidelines

Stationery

Memorandum 27.5

27.5

The memo layout, much like the facsimile, is based on the letterhead but is printed in black and white only.

1. Al Raha Beach Logo: The logo is locked into the top centre and must not be moved or modified. The height of the logo should be 26mm 2. Address details: Gill Sans Light at 8.5pt.

3. Contact details: Gill Sans Light at 8.5pt.

4. Reverse side: Should be printed in the primary colour of the development. In this case Raha Blue.

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49.5

Memorandum

NB: All measurements on this page are in millimetres.

To

[Title] [First] [Last name] [Company] [Position]

From

[Title] [First] [Last name]

Date

00 [Month] 20XX

Subject

[Insert brief description]

[Insert comments]

Address line 1 Address line 2 City, Country PO Box 00000

10

t. +97100000000 f. +97120000000 my@emailaddress.com www.websiteaddress.com

Lic. UAE000011111

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Al Raha Beach Brand Guidelines

Applications

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Al Raha Beach Brand Guidelines

Applications

Brochure Opposite we have shown examples a cover design and brochure page layouts.

The design should be clean and uncluttered with large format lifestyle photography.

Al Raha Beach A Destination

Integer nec ipsum mi. Sed quis tortor dictum, scelerisque sapien ac, congue elit. Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus. Interdum et malesuada fames ac ante ipsum primis in faucibus. Maecenas at volutpat lectus. Nunc orci urna, facilisis fermentum posuere at, pulvinar in quam. Ut ante neque, consequat at urna eget, malesuada feugiat lacus.

Life the way it should be Our Restaurants

Al Raha Beach A Destination

Integer nec ipsum mi

Places to live, love and laugh together

Sed quis tortor dictum, scelerisque sapien ac, congue elit. Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Interdum et malesuada fames ac ante ipsum primis in faucibus. Maecenas at volutpat lectus. Nunc orci urna, facilisis fermentum posuere at, pulvinar in quam. Ut ante neque, consequat at urna eget, malesuada feugiat lokithsd lacus.

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Al Raha Beach Brand Guidelines

Applications

Brochure

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Al Raha Beach Brand Guidelines

Applications

Grids The brochure design is built on a 12 column grid.

This helps to provide structure and flexibility into the design work.

Al Raha Beach A Destination

Integer nec ipsum mi Sed quis tortor dictum, scelerisque sapien ac, congue elit. Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Interdum et malesuada fames ac ante ipsum primis in faucibus. Maecenas at volutpat lectus. Nunc orci urna, facilisis fermentum posuere at, pulvinar in quam. Ut ante neque, consequat at urna eget, malesuada feugiat lokithsd lacus.

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Al Raha Beach Brand Guidelines

Applications

Flyer To catch the viewers eye, flyer and press adverts should be 60%+ visual. This should be a striking image of the project development or an aspirational lifestyle image.

Full colour or black and white images are both viable.

Life the way it should be Integer nec ipsum mi. Sed quis tortor dictum, scelerisque sapien ac.

Congue elit. Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Interdum et malesuada fames ac ante ipsum primis in faucibus.

800 1234

Integer nec ipsum mi. Sed quis tortor dictum, scelerisque sapien ac, congue elit.

Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Life the way it should be Integer nec ipsum mi. Sed quis tortor dictum, scelerisque sapien ac.

Congue elit. Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Interdum et malesuada fames ac ante ipsum primis in faucibus.

Integer nec ipsum mi. Sed quis tortor dictum, scelerisque sapien ac, congue elit.

Phasellus tempus dolor nulla, eget convallis sapien facilisis rhoncus.

Call us now on:

www.mywebsiteaddress.com

800 1234

www.mywebsiteaddress.com

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Al Raha Beach Brand Guidelines

Environmental branding

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Al Raha Beach Brand Guidelines

Applications

Monolith signs Monolith sign can be used for directional signage and way-finding. These should be clear and simple, not too cluttered.

We used simple iconography, text of a combination of both to clearly represent directions to the desired facilities.

Parking Shops Beach Lifts Gym

Front view

Profile

Iconography

Text

Combination

Pedestrian area low monoliths

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Al Raha Beach Brand Guidelines

Applications

Brand Colours Each development has a ‘signature’ colour.

This colour should be used to highlight which development the visitor is in.

We can use the signature colours to accent signage as should opposite.

Lifts

Lifts Gym

Al Raha Beach Master Brand

Al Zeina

Al Muneera

Al Bandar

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Al Raha Beach Brand Guidelines

Applications

Site Branding Support and structural pillar present a great branding and way-finding opportunity.

The primary colour on all signage should be Raha Deep Blue accented with the developments ‘signature colour’.

Al Muneera pillars and hanging directional signs are shown in the examples opposite.

Parking Shops

Offices

Parking

Pool

Shops

Beach

Pool

Beach Unit 201

Shop Name

level

Offices

Hanging directional signage

5

level

Shops

Unit 201 The Shop Name Here

Projecting wall signage

5

Unit 201 The Shop Name Here

Pillar signage

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Al Raha Beach Brand Guidelines

Applications

Welcome Monolith variations are permissible, here we show 2 possible welcome sign monoliths, front and reverse.

Welcome to Al Raha Beach

Front

Goodbye, see you soon..

Reverse

Welcome to Al Raha Beach

Front

Goodbye, see you soon..

Reverse

Above examples show alignment and alternative base waves.

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Al Raha Beach Brand Guidelines

Applications

Aldar To assist in raising the Aldar brand awareness, we should aim to use the Aldar master brand logo on prominent monoliths throughout the developments.

Opposite is shown an example of this.

Welcome to Al Raha Beach

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Al Raha Beach Brand Guidelines

Applications

Direction Signage In this wall sign example, we show how the directional arrow is designed and how it is used to define spacing.

Please note the edges on the wall signage is applied with the developments ‘ signature colour’.

Administration

=X

Administration

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Al Raha Beach Brand Guidelines

Applications

Additional Examples

level

Fonts Both the Al Raha Beach brand fonts are used for signage.

Lifts

1. Gills Sans: General labels and directions 2. Didot: Large text and design elements

Pool

Gym

Parking Shops Beach

Zone B

Pedestrian area directional wall signage

5

Hollow monolith directional signage

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Al Raha Beach Brand Guidelines

Applications

Parking

Exit

Zone

5

Parking pillar branding with solid base wave.

Level 2

Hanging directional exit sign

Parking wall branding with non-solid base wave graphic.

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Al Raha Beach Brand Guidelines

Outdoor signage

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Al Raha Beach Brand Guidelines

Bridge Banner

Outdoor

Lorem ipsum dolor.. www.mywebsiteaddress.com

800 1234

Bridge banners should contain quick, impactful messages with only 30% or less visuals.

The message needs to be readable at high speeds.

Lorem ipsum dolor sum init.. www.mywebsiteaddress.com

Alignment examples of bridge banner.

• Do not crowd the banner with text • Keep the message short • Give the brand logo space

Lorem ipsum dolor.. www.mywebsiteaddress.com

800 1234

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Al Raha Beach Brand Guidelines

Sub-Brand Example

Outdoor

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800 1234

Lorem ipsum dolor sum init.. www.mywebsiteaddress.com

Al Zeina at Al Raha Beach

Al Zeina at Al Raha Beach

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Al Raha Beach Brand Guidelines

Outdoor

Hoarding Hoarding should contain both images and messaging. For high importance information, large format text should be used. In the example shown the telephone number is important.

Allow the brand logo to have plenty of space, Images should be accented with the wavy lines.

Lorem ipsum dolor sum init..

CALL 800 1234

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Al Raha Beach Brand Guidelines

Outdoor

Flags Flags are a great opportunity to raise brand awareness, however they should be kept very simple in execution. Do not crowd with text, or images.

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Al Raha Beach Brand Guidelines

Outdoor

Lamppost Banners As with bridge banners, lamppost banner are likely to be seen at high speed, so do not crowd them with too much information.

Maintain the essence of the Al Raha Brand with the colours and the wave graphic, keep the imagery relevant and striking or aspirational.

800 1234

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Al Raha Beach Brand Guidelines

Thank you

For more information on the AL Raha Beach brand please contact the Brand Team on branding@myemailaddress.com

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