L U F A K AT S AY | E D I U G E L Y T S N G I S E D
Foreword We have created this brand manual to be able to stay true to our brand. It establishes brand guidelines, outlining every aspect of YAS Takaful – from visual identity to design language and communication. Following these guidelines will help our brand custodians to define the brand YAS Takaful and fortify the brand perception. LUFAKAT SAY | EDIUG ELYTS NGISED
ABOUT THE BRAND
About the Brand Our logo represents our services. It signifies that foundation is key and anything is possible if we build the foundation right. It’s based on Bahaus which gives it a unique appearance so it’s memorable and stands out while aligning with concepts like simplicity, abstraction, and minimalism.
“Reimagining Islamic Insurance for all”
Mission “Inspire our community with a commitment to provide Islamic insurance solutions through digital innovation”
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Vision
Our Core Values
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Lead with Empathy Preserve our Integrity We Care Show Compassion Maintain Trust
Our Slogan A slogan that puts our staff and customers on the throne right from the very start. Having a business model and mindset that revolves around employee satisfaction as well as customer-centricity is essential. Our slogan is there as a constant reminder to never lose sight of this core value.
LUFAKAT SAY | EDIUG ELYTS NGISED
“Because We Care”
VERBAL IDENTITY
Verbal Identity Overview YAS Takaful intends to portray itself as an insurance company that is a 360° solution for all its customers’ needs. YAS Takaful beams with young and driven energy. We are friendly, skilled and patient. Therefore our tone of verbal language is full of energy. LUFAKAT SAY | EDIUG ELYTS NGISED
Tone of Voice One way we write empowering content is by being aware of our voice and our tone. This section explains the difference between voice and tone, and lays out the elements of each as they apply to YAS Takaful.
LUFAKAT SAY | EDIUG ELYTS NGISED
We are Genuine We are Plainspoken Avoid Slang and Jargon Use Active Voice Avoid Passive Voice & Write Positively
Communication Basics Keep it short Use short sentences and paragraphs
Be Clear Key Information Where appropriate use headers and bullet numbered lists to call out key information
LUFAKAT SAY | EDIUG ELYTS NGISED
Get to the point
LOGO CONCEPT
Logo Usage Our logo represents our services. It signifies that foundation is key and anything is possible if we build the foundation right. It’s based on Bahaus which gives it a unique appearance so it’s memorable and stands out while aligning with concepts like simplicity, abstraction, and minimalism.
LUFAKAT SAY | EDIUG ELYTS NGISED
Sizing The YAS Takaful logo has been made in the proportion of 2:1(W:H). To preserve the integrity of the YAS Takaful logo, a minimum clear space around the YAS Takaful logo should always be maintained. This clear space insulates the logo from distracting elements around it like copy, illustration, photography or another logo.
LUFAKAT SAY | EDIUG ELYTS NGISED
Logo Usage The logo represents a modern approach with an innovative look and feel as well as incorporating the company initials which are Y and T in a creative manner. The teal colour scheme resonates with different cultures and represents reliability, bravery, and stability according to colour psychology.
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Sizing Clear space is the area surrounding our logo that must be kept free of any text or graphic elements. By leaving space around the logo, we make sure it stands out in all of our communications. The minimum clear space is 33% of the height of the entire logo. Our logo must be sized large enough to be easily read on every application.
LUFAKAT SAY | EDIUG ELYTS NGISED
Logo Usage Use the watermark in the background of your marketing material and stationary. Place the watermark right in the center of your document - with the same clear space on the top and the bottom as well as on the right and left side. Bright background: 60 %Transparency Dark background: 10 % Transparency LUFAKAT SAY | EDIUG ELYTS NGISED
Logo Usage It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, colour and composition should remain as indicated in this document - there are no exceptions.
Transparency
Object Added
Wrong Colour
Busy Background
Added Effect
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Rotation
COLOR PALETTE
Color Palette Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Furthermore, consistency also gains the trust, loyalty and familiarity of customers. Please use this color palette for all your marketing and sales materials.
#C56F4D
#96B9C2
#0099A8
RGB 207, 140, 73 CMYK 0, 38, 65, 19
RGB 197, 111, 77 CMYK 0, 44, 61, 23
RGB 150, 185 , 194 CMYK 42, 16, 20, 0
RGB 0, 153 , 168 CMYK 80, 22, 32, 0
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#CF8C49
TYPOGRAPHY
Typography Typography helps create harmony and consistency in a design. Furthermore, it represents the tone and values of your brand just like colors represents a feeling or visually represents a message.
Subtitle
Paragraph Paragraph Paragraph Paragraph Paragraph Paragraph Paragraph Paragraph
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Title
Subtitle
Primary font Headlines | Titles | Teaser The primary typeface for YAS Takaful is Proxima Nova. It’s a modern san-serif typeface that is crisp and easy to read. We have used various weights of Proxima Nova to create contrast and hierarchy.
PROXIMA NOVA REGULAR
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Aa
Regular
Special font Quotes | Accents In comparison to the first font, Noto Serif operates as a special eye-catching font. Noto’s design goal is to achieve visual harmonization (e.g., compatible heights and stroke thicknesses) across languages.
NOTO SERIF
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
LUFAKAT SAY | EDIUG ELYTS NGISED
Aa
Regular
MOODBOARD
Moodboard This photographic style is for banners, advertisements, social media, and reports. It captures who we are and what we do as a brand. Imagery should contain clean and professional backgrounds which allow for the application of our logo and headlines over the image.
LUFAKAT SAY | EDIUG ELYTS NGISED
SOCIAL MEDIA
Logo Usage Examples As fas as possible, use the logo on white, neutral or corporate colour backgrounds. For colourful and darker backgrounds, use the light logo version. For all backgrounds, ensure that logo contrasts well with them and is clearly visible. These rules apply to both solid backgrounds as well as images.
LUFAKAT SAY | EDIUG ELYTS NGISED
Logo Usage Examples As fas as possible, use the logo on white, neutral or corporate colour backgrounds. For colourful and darker backgrounds, use the light logo version. For all backgrounds, ensure that logo contrasts well with them and is clearly visible. These rules apply to both solid backgrounds as well as images.
LUFAKAT SAY | EDIUG ELYTS NGISED
GRAPHIC ASSETS
GRAPHIC ASSENTS Overview At YAS Takaful, we have created customized graphic elements which are unique to the brand. These graphic elements enhance the visual appeal and add delight to the brand.
logo due its unique geometric approach. They are all interlinked to one another while making it interesting.
LUFAKAT SAY | EDIUG ELYTS NGISED
Both our visual elements, our pattern and icons can be converted back to our
ICONOGRAPHY Visual Identity through uniformed, geometric shapes and neumorphism aesthetic. We wanted our Iconography to align with our visual Identity through their uniformed, geometric shapes and neumorphism aesthetic.
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Social Media Icons
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L U F A K AT S AY | E D I U G E L Y T S N G I S E D