Page 1

A comprehensive guide to

The Brand Manual Story


Brand Promise

Empowering children from all segments of Jordanian society as future agents of change, through enriching their worlds with


Curiosity, Creativity, and Culture.


Brand Statement

Shaping lasting relationships and bonds to the community,


bridging gaps across a diverse, multifaceted public through the common language of the arts, The Haya Cultural Center is a nurturing, creative space for discovering and transmitting knowledge; inspiring and educating children in the arts, critical thinking, and innovation.


Curiosity, it flows and burns inside your vast space of imagination, it fires the need to discover new information and that’s what makes Haya Cultural Center a magical world, a place that is lead by endless possibilities of


Why not? What if?


Design 02 Elements 30 Our Logo

Illustrations

18

24

Our Typefaces

Our Colours

48

60

Photography

Brand Applications


Our Logo


Our logo is what defines us; it is very valuable, so treat it with care. We love imagination and crafts, just don’t apply it to our logo.


Our logo

The Brand logo. We maintatined the original logo, as it has histroy and heritage, however we redrew it, to bring it more into the 21st Century. 01 Used for printed collaterals, advertising, posters, and flyers.

01

02 Logo against green

02


Logo’s Orientation. It is preferable to use the regular format of the logo, but you can use these as alternatives if it serves the purpose of the design. 01

01 If the main orientation of the design is left aligned. 02 If the main orientation of the design is right aligned.

02


Clear Space and minimum size. 01 This is the protection area that should exist around the logo to maintain its legibility. 02 X= 13.3mm Y=15mm The logo should never go smaller than this size

01

1/2 X

1/3 X

X

Y

02

X

1/3 X

1/2 X


Emblem vs. full logo. The emblem can be used on its own on posters, social media posts and branded items in the center.


Logo in Black and white. 01 Black against white logo 02 White against black logo 01

02


The Logo’s Don’ts. We are not fans of strict rules and regulations, be responsible. 01 Don’t invert the colours of the logo 02 The logo should never be used in any colours other than grey or green

01

02

03

04

05

06

07

08

09

03 Do not outline the logo 04 The logo should never be stretched, cropped or distorted in any other way. 05 Don’t change the logo’s proportion 06 Do not add embellishments like drop shadows, embossing, gradients etc. to the logo 07 Do not use the negative logo on a light background to ensure legibility 08 Don’t rotate the logo 09 Don’t add gradients


Clear Space and minimum size.

01 When a lighter image is used, the orginal black outlined logo should be used. 02 Dark image when a dark image is used it is necessary to use the negative version of the logo.

01

02


Our Typefaces


Our Typface. Our voice is Agile for the English and Palatino Sans for the Arabic.


They are playful, simple, and loud. They are good for anything from headlines to text.


Agile. Light and Bold

Light Bold Aabc 1234

Aabc 1234


‫عادي‬ ‫عريض‬

‫أجبد هوز حطي كلمن‬

‫أجبد هوز حطي كلمن‬

‫‪Palatino Sans. Regular and Bold‬‬


Our Colours


Our Colours. We love colours! Our colours are what gives us character.


We are all for being

Experimental, Exploring, and Playful


Colours. The Primaries Primary Colour Palette Apply the brand logo colour using the Pantone速 reference mentioned in this manual.

PLAYFUL GREEN PANTONE速 361 C

CURIOUS GREEN C50 M00 Y100 K0


Colours. The Secondaries Secondary Colour Palette These colours only appear in supporting identity and illustrations.

HCC Yellow C00 M 20 Y90 K00

HCC Orange C00 M 50 Y100 K00

HCC Flaming Orange C00 M 90 Y85 K00

HCC Red C11 M 100 Y85 K00

HCC Blue C80 M 15 Y45 K00

HCC Marine C80 M 15 Y45 K00

HCC Purple C75 M 95 Y00 K00

HCC Violet C80 M 100 Y25 K100


Illustrations


Illustrations are an important part of our identity; we give them a starring role.


They are

fun, imaginative, and free.


Say hello to mr. wise fish!*

*He will be giving the illustrations guidelines, he’s cool! He can also live outside the water.


Illustrations. The construction So how are the illustrations made. The illustrations are constructed from a series of circle and 45 and 90 degrees lines. Follow that lead and you will be able to illustrate a character.


Illustrations. It’s alive


Illustrations. Don’ts

01 Don’t de-construct the illustrations

01

02

03

04

05

06

07

08

09

02 Don’t crop the illustrations in abstract ways 03 Keep the illustration style consistent 04 Do not show the construction of the illustrations. 05 Do not add embellishments like drop shadows, embossing, gradients etc. to the logo 06 Do not use an outline 07 Do not use any colour that’s not a brand colour 08 Don’t use one colour, 09 Do not enlarge the elements within the illustrations.


Always look at the world with an eyes of a child!


Yes, we know fish don’t fly!

But always try to incorporate the illustration into an imaginative and dreamy scenarios.


Photography


Photography. When we use photography, Haya Cultural Center uses images that are warm and real.


The images should always capture the joy of childhood.


Photography. Our Audience.

Consideration of the audience is important. Our first key audience of course are the children, but it’s usually the parents with the yes and no power. Being a parent comes in all shapes! But the one thing that is in common between all the parents is that they care about the well being of their children.

When using photography for the Haya Cultural Center, you need to ask yourself these questions: • • • • • • •

*All the images are copyrighted for Leah Zawadzki and are only used to display photography style.

Does the image feel natural and not shot in a studio? Does the image feel genuine and unique and not like a stock photo? Is the image colourful and filter free? Are the children shot spontaneous, carefree, and happy? Are the children engaged? Does the image capture the joy of childhood? Do the children look Middle Eastern?


Brand Applications


Brand Applications. Business Cards

Please refer to the provided templates when creating any business cards. For the front side of the card you can choose any illustration mentioned in the illustration section earlier.


Brand Applications. Letterhead

Please refer to the provided templates when creating any letterheads.


Brand Applications. Envelopes

Please refer to the provided templates when creating any envelopes


Brand Applications.Folder

Please refer to the provided templates when creating any folders

+962 6 568 86 33 P.O. Box: 940148 Amman 11194 Jordan info@hcc.jo www.hcc.jo


Templates. The spacing for the template is based on the X-value that was mentioned in the clear space and minimum size section. There are two types of layouts when communicating for Haya Cultural Centre, 01 The occasional template: Usually used for posters or greetings. 02 The Corporate press template: Used for invitations or event announcements.

-‫ ﻣﻨﻄﻘﺔ �ﻟﺸﻤﻴﺎﺴﱐ‬-‫ﻣﺮﻛﺰ ﻫﻴﺎ �ﻟﺜﻘﺎﰲ‬ ‫ ﲜﺎﻧﺐ �ﻟﻔﺮع‬-‫ﺎﺷرع �ﻷﻣﲑ ﺎﺷﻛﺮ ﺑﻦ زﻳﺪ‬ ‫�ﻟﺮﺋﻴﴘ ﻟﻠﺒﻨﻚ �ﻟﻌﺮﰊ‬ ٥٦٨٨٦٣٣:‫ﻫﺎﺗﻒ‬ ٥٦٨٨٦٣٤:‫ﻓﺎﻛﺲ‬ ٠٧٧٨٤٤٦٤٦٦ :‫ﺧﻠﻮي‬ info@hcc.jo :‫�ﻟﱪﻳﺪ �ﻻﻟﻜﱰوﱐ‬ /HCCJO

01

02


The communication for Haya Cultural Center could be in English or Arabic. The layout system has been designed to provide maximum flexibility as well to accommodate which language is used. The layout may be flipped for Arabic and English orientation purposes.

Haya Cultural Center-Shmeisani, Prince Shaker Bin Zeid Street, besides Arab Bank main branch T: 56886344 F: 5688634 M: 077 8446466 E: info@hcc.jo

Haya Cultural Center-Shmeisani, Prince Shaker Bin Zeid Street, besides Arab Bank main branch T: 56886344 F: 5688634 M: 077 8446466 E: info@hcc.jo

HCCJO/

02

/HCCJO


!‫ﺑﺪاﻳﺎﺗﻨﺎ دوﻣﺎ ﻣﻌﻜﻢ‬

Our future continues with you!

‫�ﳋﲑ ﺑﺴﻠﺘﻨﺎ‬ ‫واﻟﻌﻴﺪ ﺑﻠﻤﺘﻨﺎ‬ -‫ ﻣﻨﻄﻘﺔ �ﻟﺸﻤﻴﺎﺴﱐ‬-‫ﻣﺮﻛﺰ ﻫﻴﺎ �ﻟﺜﻘﺎﰲ‬ ‫ ﲜﺎﻧﺐ �ﻟﻔﺮع‬-‫ﺎﺷرع �ﻷﻣﲑ ﺎﺷﻛﺮ ﺑﻦ زﻳﺪ‬ ‫�ﻟﺮﺋﻴﴘ ﻟﻠﺒﻨﻚ �ﻟﻌﺮﰊ‬ ٥٦٨٨٦٣٣:‫ﻫﺎﺗﻒ‬ ٥٦٨٨٦٣٤:‫ﻓﺎﻛﺲ‬ ٠٧٧٨٤٤٦٤٦٦ :‫ﺧﻠﻮي‬ info@hcc.jo :‫�ﻟﱪﻳﺪ �ﻻﻟﻜﱰوﱐ‬ /HCCJO

Examples of templates.

oin us with your children as we celebrate the reopening of the iconic Haya Cultural Centre, an institution that has cultivated creativity, fostered learning and deepened appreciation of cultures for the past 38 years. Be the first to tour the extensively redeveloped centre and to experience our expanded offering of engaging art and culture programmes.

Haya Cultural Center-Shmeisani, Prince Shaker Bin Zeid Street, besides Arab Bank main branch T: 56886344 F: 5688634 M: 077 8446466 E: info@hcc.jo

‫�ﻧﻀﻤﻮا �ﻟﻴﻨﺎ ﻣﻊ أﻃﻔﺎﻟﻜﻢ ﰲ �ﺣﺘﻔﺎﻟﻨﺎ ﲟﺮﻛﺰ ﻫﻴﺎ �ﻟﺜﻘﺎﰲ �ﳉﺪﻳﺪ ﻟﺘﻜﻮﻧﻮا أول ﻣﻦ ﻳﺴﺘﻤﺘﻊ ﺑﱪاﱅ وﻣﺮاﻓﻖ ﻫﺬه �ﻟﻘﺮﻳﺔ �ﻟﺜﻘﺎﻓﻴﺔ واﻟﻔﻨﻴﺔ‬ .‫واﻟﱵ ﲪﻠﺖ ذﻛﺮﻳﺎت ﻃﻔﻮﻟﺘﻨﺎ ﲦﺎﻧﻴﺔ وﺛﻼﺛﲔ ﻋﺎﻣﺎ ﻟﺘﻌﻮد �ﻟﻴﻮم ﲝﻠﺔ ﲨﻴﻠﺔ وﻣﺮاﻓﻖ ﺣﺪﻳﺜﺔ وﺑﺮاﱅ ﺷﻴﻘﺔ‬

.‫ﻣﺎﺴء‬ ‫ وذﻟﻚ ﻣﻦ �ﻟﺎﺴﻋﺔ �ﻟﺜﺎﻟﺜﺔ وﺣﱴ �ﻟﺎﺴﻋﺔ �ﻟﺜﺎﻣﻨﺔ‬٢٠١٤-١٠-١٧ ‫ﻳﻮم �ﳉﻤﻌﺔ‬ ً

.‫ﻧﺴﻌﺪ ﺑﻜﻢ وﺗﻜﺘﻤﻞ ﻓﺮﺣﺘﻨﺎ ﺑﻮﺟﻮدﻛﻢ‬

‫ ﲜﺎﻧﺐ �ﻟﻔﺮع �ﻟﺮﺋﻴﴘ ﻟﻠﺒﻨﻚ �ﻟﻌﺮﰊ‬-‫ ﺎﺷرع �ﻷﻣﲑ ﺎﺷﻛﺮ ﺑﻦ زﻳﺪ‬-‫ ﻣﻨﻄﻘﺔ �ﻟﺸﻤﻴﺎﺴﱐ‬-‫ﻣﺮﻛﺰ ﻫﻴﺎ �ﻟﺜﻘﺎﰲ‬ /HCCJO

/HCCJO

info@hcc.jo :‫ �ﻟﱪﻳﺪ �ﻻﻟﻜﱰوﱐ‬٠٧٧ ٨٤٤٦٤٦٦ :‫ ﺧﻠﻮي‬٥٦٨٨٦٣٤:‫ ﻓﺎﻛﺲ‬٥٦٨٨٦٣٣ :‫ﻫﺎﺗﻒ‬


Templates. Events

Haya Cultrual Center caters to different events within the center. It is important to create a clear differentiation between the corporate communication of the center and the events.

-‫ ﻣﻨﻄﻘﺔ �ﻟﺸﻤﻴﺎﺴﱐ‬-‫ﻣﺮﻛﺰ ﻫﻴﺎ �ﻟﺜﻘﺎﰲ‬ ‫ ﲜﺎﻧﺐ �ﻟﻔﺮع‬-‫ﺎﺷرع �ﻷﻣﲑ ﺎﺷﻛﺮ ﺑﻦ زﻳﺪ‬ ‫�ﻟﺮﺋﻴﴘ ﻟﻠﺒﻨﻚ �ﻟﻌﺮﰊ‬ ٥٦٨٨٦٣٣:‫ﻫﺎﺗﻒ‬ ٥٦٨٨٦٣٤:‫ﻓﺎﻛﺲ‬ ٠٧٧٨٤٤٦٤٦٦ :‫ﺧﻠﻮي‬ info@hcc.jo :‫�ﻟﱪﻳﺪ �ﻻﻟﻜﱰوﱐ‬ /HCCJO


Brand Applications.Brohcure

Please refer to the provided templates when creating any brochure templates.


Always try to inclide both photography and illustrations in print documents


Brand Applications. Dress codes

Please refer to the provided templates when creating any brochure templates. 01 Volunteers 02 Teachers 03 Staff

01


02

02


Brand Applications. Vehicles

Please refer to the provided templates when creating any vehicle updates. 01 MiniVan 02 Corporate car

01

02


Brand Applications. ID card Mohammad Assaf

General Manager

Please refer to the provided templates when creating any ID cards.

Samar Zureik

General Manager

Mohammad Assaf

General Manager


Brand Applications.Website 01

01 Use an image that fits according to the photography guidelines 02 Highlight Haya Cultural Center brand attributes

02

03 Upcoming events: Calendar of events that are happening in the center 04 Social Media: Live tweets from the attendees.

03

05 News: Important

04

05


Brand Applications. Powerpoint template.

Please refer to the provided templates when creating powerpoint presentations.

Presentation Title Goes Here Subtitle with more details goes here

2 Â


Title Goes Here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer gravida pulvinar mauris, nec euismod magna venenatis. Quisque consequat est pulvinar imperdiet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer gravida pulvinar mauris, nec euismod magna venenatis.

•  • 

Section Divider

•  •  • 

5

6

Presentation Title Should Be Placed Here.

Graph Style 1 5 4.5   4   3.5   3   2.5   2   1.5   1   0.5   0  

13

Presentation Title Should Be Placed Here.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer gravida pulvinar mauris, nec euismod magna venenatis. Quisque consequat est pulvinar imperdiet.

Series 2   Series  3  

Category 2  

4

Title Goes Here

Series 1  

Category 1  

I am enough of an artist to draw freely upon my imagination. Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world

Category 3  

Category 4  

Presentation Title Should Be Placed Here.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer gravida pulvinar mauris, nec euismod magna venenatis.

Image description or explanation.

7

Presentation Title Should Be Placed Here.

11

Presentation Title Should Be Placed Here.


*When in doubt, just refer back to this document.

Brandguidelines HCC  
Read more
Read more
Similar to
Popular now
Just for you