Yas Group Brand Book

A COMPLETE GUIDELINE TO ALL
BRANDING FOR YAS GROUP AND IT’S COMPANIES
BRAND BOOK

01
THIS DOCUMENT IS A GUIDE TO THE BRAND COMMUNICATION
STYLE FOR YAS GROUP AND IT’S SUBSIDUARIES. IT EXPLAINS HOW
OUR BRAND IS EXPRESSED, AND HOW THE CREATIVE ELEMENTS
FIT TOGETHER IN ALL OUR COMMUNICATIONS. THE GUIDE
SHOULD BE FOLLOWED WHEN COMMISSIONING, DESIGNING OR
DELIVERING ANY KIND OF COMMUNICATION.

01
TYPEFACES AND PHOTOGRAPHY
02

03
THE FOLLOWIG SECTION INCLUDES TYPEFACE & PHOTOGRAPHY
USAGE FOR ALL OF THE GROUP AND ITS OWNED COMPANIES.
TO KEEP A UNIFIED STYLE IT IS IMPERATIVE THAT THE TYPEFACES
& PHOTOGRAPHY USED IN ANY FUTURE MARKETING MATERIAL IS
UPHELD ACROSS ANY COMPANY WITHIN THE YAS GROUP.

دين نكست ال تي عربي - رفيع
دين نكست ال تي عربي - متوسط
دين نكست ال تي عربي - عريض
دين نكست ال تي عربي - غليظ
ARABIC TYPEFACE
The YAS GROUP Arabic typeface is Din
Next LT Arabic. Contemporary and clean, it
is the visual voice for our messaging. It should
be used for headline purposes and titling only.
04

ENGLISH PRIMARY TYPEFACE
The YAS GROUP Primary English typeface is
Brandon Grotesque which is a contemporary
and clean sans serif, it is the visual voice for our
messaging. It is available in various weights,
and should be used for headline purposes and
titling only.
* For all screen based media, please use Tahoma
when Brandon Grotesque is not available.
Brandon Grotesque - thin
Brandon Grotesque - thin italic
Brandon Grotesque - light
Brandon Grotesque - light italic
Brandon Grotesque - regular
Brandon Grotesque - regular italic
Brandon Grotesque - medium
Brandon Grotesque - medium italic
Brandon Grotesque - bold
Brandon Grotesque - bold italic
Brandon Grotesque - black
Brandon Grotesque - black italic
05

Bembo Std - regular
Bembo Std - regular italic
Bembo Std - semibold
Bembo Std - semibold italic
Bembo Std - bold
Bembo Std - bold italic
Bembo Std - extra bold
Bembo Std - extra bold italic
ENGLISH SECONDARY TYPEFACE
Bembo Std has been chosen as a supporting
typeface and should be used for all body copy.
It’s timeless form and elegant styling create
a pleasing contrast to the classic shape of the
primary typeface.
* For all screen based media, please use Times
New Roman when Bembo Std is not available.
06

ENGLISH PRIMARY LOGO TYPEFACE
The Yas Group and its companies uses a unified
typeface named Calisto MT. It is the primary
English typeface and is used in all company
logos. It is available in various weights, and
should only be used for future logos creation.
Calisto MT - regular
Calisto MT - regular italic
Calisto MT - bold
Calisto MT - bold italic
07

جي إي دينار تو - رفيع
جي إي دينار تو - متوسط
ARABIC PRIMARY LOGO TYPEFACE
The Yas Group and its companies uses a
unified typeface named GE Dinar Two. It is
the primary Arabic typeface and is used in
all company logos. It is available in various
weights, and should be used only for future
logos creation.
08

PHOTOGRAPHY - EXPERIENCE
The YAS GROUP experience photography
style should capture a moment of time and
emotions of the service or product being
produced or delivered.
Models should be a mix of age, gender and
nationality. Pictures can feature partial shots of
models.
Unique crops and lighting help emphasise the
vibrant photography style.
09

PHOTOGRAPHY - SENSES
YAS GROUP senses photography style
focuses on the detailing of the quality of life or
even the enjoyment the company product or
service brings.
Unique & engaging crop help bring the shot
to life by showcase the quality and finishes.
As a rule of thumb the images shown should be
clear, vibrant & high contrast. This is achieved
through use of high quality photos, saturation,
contrast and decent lighting.
10

02
LOGO & USAGE
11

MAIN GROUP LOGO
Our logos are the cornerstone of an exciting
visual identity system and are key assets of our
organisation. It is the primary identifier of
our brand – a universal signature across all Yas
Group communications.
Our logos has been carefully crafted
with a great deal of attention paid to the
typography and balance of characters, so should
never be recreated or altered in any way.
The Yas Group logo comes in both a dark
grey and white so it can be used on various
background types.
* If logo is placed on a background image it
is imperative that it stands out clearly while
retaining readability.
12

Do not squish the logo
Do not rotate the logo
MASTER LOGO - DO NOT
We have placed strict limitations on usage of
the Yas Group logos to preserve the integrity of
the brand. The examples on this page illustrate
some, but not all, potential misuses of the logos.
Keep in mind that the logos are carefully
rendered artwork and any alteration of the
logos, apart from proportional scaling, is
considered misuse.
IMPORTANT: These guidelines pertains to
any and all logos in this book.
Do not flip the logo
Do not change color of the logo
Do not shear the logo
Do not change fonts in the logo
g r o u p
13

LOGO PLACEMENT ON LETTERS &
PRINT
It is important that the logo can be easily read
in every application. For this reason, the logo
should always be placed in the top right or
left on all prints related to the group or it’s
companies.
The logo should never be represented on both
sides at the same time. The minimum size for
printing is 250px width at 75dpi.
14

MINIMUM SIZE & ClEARANCE AREA
It is important that all parts of the logo can
be easily read in every application. For this
reason, the logo should not be reproduced at
sizes smaller than those specified. There are
no maximum size restrictions as long as the
clear space requirements are met. To ensure
readability, the smallest recommended size for
the logo is 20mm (W).
The clearance area around the logo protects
the clarity and visual integrity of the logo,
preventing any obstruction. The minimum
clearance area around the logo should be no
less than half the height of the “Y” in the logo.
The clearance and minimum size pertains to
any and all logos listed in this book.
15

YAS CONSULTANCY PRIMARY COLOUR
CMYK: 97 81 0 14
RGB: 24 66 143
HTML: #18428E
YAS MAINTAINENCE PRIMARY COLOUR
CMYK: 86 17 100 3
RGB: 0 178 41
HTML: #009347
YAS PROPERTIES PRIMARY COLOUR
CMYK: 17 98 97 7
RGB: 192 38 40
HTML: #C02528
COLOUR PALETTE - PRIMARY
COLOURS
The primary colour palette is to be used on all
marketing based communications that require
the Master logo.
In order to ensure a clear and consistent
identification of each company brand, there
are a limited number of colours, as shown on
this page.
YAS GROUP PRIMARY COLOUR
CMYK: 62 53 53 25
RGB: 93 94 94
HTML: #5D5E5E
16

ENDORSEMENT STATEMENT
The endorsement line identifies the significant
relationship between Yas Group and it’s
companies.
This endorsement, identified on relevant
corporate stationery and websites, by default
provides the subsiduary companies with a
certification and positive reputation that other
organisations in the region do not obtain.
A member of YAS GROUP
17

A member A member of YAS of YAS GROUP GROUP
(Option A)
A member A member of YAS of YAS GROUP GROUP
(Option B)
ENDORSEMENT & LOGO
RELATIONSHIP
Our support line does not take priority over
the logo and is used as a reference to the
Yas Group. The support line must always be
present.
Examples to the immediate left demonstrate
different relationships to our logo. These
relationships should always be adhered to
for Yas Group visual communications. Our
Endorsement Statement must always be typeset
in Bembo Std Italic.
(Option C)
A member A member of YAS of YAS GROUP GROUP
(Option D)
A member A member of YAS of YAS GROUP GROUP
18

19
THE FOLLOWIG SECTIONS PERTAINS SPECIFICALLY TO EACH
INDIVIDUAL COMPANY. EACH SECTION IS COLOR CODED FOR
EACH COMPANY.

03
LOGO & USAGE
20

YAS PROPERTIES LOGO
Our logos are the cornerstone of an exciting
visual identity system and are key assets of our
organisation. It is the primary identifier of
our brand – a universal signature across all Yas
Group communications.
Our logos has been carefully crafted with a
great deal of attention paid to the typography
and balance of characters, so should never be
recreated or altered in any way.
The Yas Properties logo comes in color, black
and white versions so it can be used on various
background types. The red colour signifies the
properties aspect of the company.
21

MINIMUM SIZE & ClEARANCE AREA
It is important that all parts of the logo can
be easily read in every application. For this
reason, the logo should not be reproduced at
sizes smaller than those specified. There are
no maximum size restrictions as long as the
clear space requirements are met. To ensure
readability, the smallest recommended size for
the logo is 20mm (W).
The clearance area around the logo protects
the clarity and visual integrity of the logo,
preventing any obstruction. The minimum
clearance area around the logo should be no
less than half the height of the “Y” in the logo.
The clearance and minimum size pertains to
any and all logos listed in this book.
22

Do not squish the logo
Do not rotate the logo
YAS PROPERTY LOGO - DO NOT
We have placed strict limitations on usage of
the logos to preserve the integrity of the brand.
The examples on this page illustrate some, but
not all, potential misuses of the logos.
Keep in mind that the logos are carefully
rendered artwork and any alteration of the
logos, apart from proportional scaling, is
considered misuse.
Logos are permitted to be used on top of
illustrations and images provided they stand
out clearly from the background.
IMPORTANT: These guidelines pertains to
any and all logos in this book.
Do not flip the logo
Do not change color of the logo
Do not shear the logo
Do not change fonts in the logo
P r o p e r t i e s
23

LOGO PLACEMENT ON LETTERS &
PRINT
It is important that the logo can be easily read
in every application. For this reason, the logo
should always be placed in the top right or
left on all prints related to the group or it’s
companies.
The logo should never be represented on both
sides at the same time. The minimum size for
printing is 250px width at 75dpi.
24

YAS PROPERTIES PRIMARY COLOUR
CMYK: 17 98 97 7
RGB: 192 38 40
HTML: #C02528
COLOUR PALETTE - PRIMARY
COLOURS
The primary colour palette is to be used on all
marketing based communications that require
the Yas Properties logo.
In order to ensure a clear and consistent
identification of each company brand, there
are a limited number of colours, as shown on
this page.
YAS GROUP PRIMARY COLOUR
CMYK: 62 53 53 25
RGB: 93 94 94
HTML: #5D5E5E
YAS PROPERTIES SECONDARY COLOUR
CMYK: 0 0 0 0
RGB: 255 255 255
HTML: #FFFFFF
YAS PROPERTIES SECONDARY COLOUR
CMYK: 0 0 0 100
RGB: 0 0 0
HTML: #000000
25

YAS PROPERTIES GRAPHIC WAVE
Our visual identity is often used with a wave
of red which is unique to Yas Properties and
should never be used with any other companies.
It should always fully go from left side of
marketing material to the right however can
freely be cut off in the bottom so it can be
used as a footer. For an example the the uses of
it in the practical application section.
The fluid feel makes the company feel organic
and flexible and helps customers identify which
company they are dealing with.
26

04
PRACTICAL APPLICATION
27

28

29

30

05
LOGO & USAGE
31

YAS CONSULTANCY LOGO
Our logos are the cornerstone of an exciting
visual identity system and are key assets of our
organisation. It is the primary identifier of
our brand –a universal signature across all Yas
Group communications.
Our logos has been carefully crafted
with a great deal of attention paid to the
typography and balance of characters, so should
never be recreated or altered in any way.
The Yas Consultancy logo comes in color, black
and white versions so it can be used on various
background types. The blue colour signifies
the consultancy aspect of the company.
32

MINIMUM SIZE & ClEARANCE AREA
It is important that all parts of the logo can
be easily read in every application. For this
reason, the logo should not be reproduced at
sizes smaller than those specified. There are
no maximum size restrictions as long as the
clear space requirements are met. To ensure
readability, the smallest recommended printing
size for the logo is 20mm (W).
The clearance area around the logo protects
the clarity and visual integrity of the logo,
preventing any obstruction. The minimum
clearance area around the logo should be no
less than half the height of the “Y” in the logo.
The clearance and minimum size pertains to
any and all logos listed in this book.
33

Do not squish the logo
Do not rotate the logo
Do not flip the logo
Do not change color of the logo
Do not shear the logo
Do not change fonts in the logo
YAS PROPERTY LOGO - DO NOT
We have placed strict limitations on usage of
the logos to preserve the integrity of the brand.
The examples on this page illustrate some, but
not all, potential misuses of the logos.
Keep in mind that the logos are carefully
rendered artwork and any alteration of the
logos, apart from proportional scaling, is
considered misuse.
Logos are permitted to be used on top of
illustrations and images provided they stand
out clearly from the background.
IMPORTANT: These guidelines pertains to
any and all logos in this book.
P r o p e r t i e s
34

LOGO PLACEMENT ON LETTERS &
PRINT
It is important that the logo can be easily read
in every application. For this reason, the logo
should always be placed in the top right or
left on all prints related to the group or it’s
companies.
The logo should never be represented on both
sides at the same time. The minimum size for
printing is 250px width at 75dpi.
35

YAS CONSULTANCY PRIMARY COLOUR
CMYK: 97 81 0 14
RGB: 24 66 143
HTML: #18428E
YAS GROUP PRIMARY COLOUR
CMYK: 62 53 53 25
RGB: 93 94 94
HTML: #5D5E5E
YAS CONSULTANCY SECONDARY COLOUR
CMYK: 0 0 0 0
RGB: 255 255 255
HTML: #FFFFFF
COLOUR PALETTE - PRIMARY
COLOURS
The primary colour palette is to be used on all
marketing based communications that require
the Yas Consultancy logo.
In order to ensure a clear and consistent
identification of each company brand, there
are a limited number of colours, as shown on
this page.
YAS GROUP SECONDARY COLOUR
CMYK: 0 0 0 100
RGB: 0 0 0
HTML: #000000
36

YAS CONSULTANCY GRAPHIC WAVE
Our visual identity is often used with a wave
of blue which is unique to Yas Consultancy
and should never be used with any other
companies.
It should always fully go from left side of
marketing material to the right however can
freely be cut off in the bottom so it can be
used as a footer. See an example the the uses of
it in the practical application section.
The fluid feel makes the company feel organic
and flexible and helps customers identify which
company they are dealing with.
37

06
PRACTICAL APPLICATION
38

39

40

41

07
LOGO & USAGE
42

YAS CONSULTANCY LOGO
Our logos are the cornerstone of an exciting
visual identity system and are key assets of our
organisation. It is the primary identifier of
our brand –a universal signature across all Yas
Group communications.
Our logos has been carefully crafted
with a great deal of attention paid to the
typography and balance of characters, so should
never be recreated or altered in any way.
The Yas Maintainence logo comes in color,
black and white versions so it can be used
on various background types. The green
colour signifies the maintainence aspect of the
company.
43

MINIMUM SIZE & ClEARANCE AREA
It is important that all parts of the logo can
be easily read in every application. For this
reason, the logo should not be reproduced at
sizes smaller than those specified. There are
no maximum size restrictions as long as the
clear space requirements are met. To ensure
readability, the smallest recommended printing
size for the logo is 20mm (W).
The clearance area around the logo protects
the clarity and visual integrity of the logo,
preventing any obstruction. The minimum
clearance area around the logo should be no
less than half the height of the “Y” in the logo.
The clearance and minimum size pertains to
any and all logos listed in this book.
44

Do not squish the logo
Do not rotate the logo
YAS MAINTAINENCE LOGO - DO NOT
We have placed strict limitations on usage of
the logos to preserve the integrity of the brand.
The examples on this page illustrate some, but
not all, potential misuses of the logos.
Keep in mind that the logos are carefully
rendered artwork and any alteration of the
logos, apart from proportional scaling, is
considered misuse.
Logos are permitted to be used on top of
illustrations and images provided they stand
out clearly from the background.
IMPORTANT: These guidelines pertains to
any and all logos in this book.
Do not flip the logo
Do not change color of the logo
Do not shear the logo
Do not change fonts in the logo
P r o p e r t i e s
45

LOGO PLACEMENT ON LETTERS &
PRINT
It is important that the logo can be easily read
in every application. For this reason, the logo
should always be placed in the top right or
left on all prints related to the group or it’s
companies.
The logo should never be represented on both
sides at the same time. The minimum size for
printing is 250px width at 75dpi.
46

YAS MAINTAINENCE PRIMARY COLOUR
CMYK: 86 17 100 3
RGB: 0 178 41
HTML: #009347
COLOUR PALETTE - PRIMARY
COLOURS
The primary colour palette is to be used on all
marketing based communications that require
the Yas Maintainence logo.
In order to ensure a clear and consistent
identification of each company brand, there
are a limited number of colours, as shown on
this page.
YAS GROUP PRIMARY COLOUR
CMYK: 62 53 53 25
RGB: 93 94 94
HTML: #5D5E5E
YAS MAINTAINENCE SECONDARY COLOUR
CMYK: 0 0 0 0
RGB: 255 255 255
HTML: #FFFFFF
YAS GROUP SECONDARY COLOUR
CMYK: 0 0 0 100
RGB: 0 0 0
HTML: #000000
47

YAS MAINTAINENCE GRAPHIC WAVE
Our visual identity is often used with a wave
of green which is unique to Yas Maintainence
and should never be used with any other
companies.
It should always fully go from left side of
marketing material to the right however can
freely be cut off in the bottom so it can be
used as a footer. See an example the the uses of
it in the practical application section.
The fluid feel makes the company feel organic
and flexible and helps customers identify which
company they are dealing with.
48

08
PRACTICAL APPLICATION
49

50

51

52

FOR ANY QUESTIONS PLEASE
REFER DIRECTLY TO YAS GROUP AND IT’S COMPANIES
THANK YOU
TEL: 050 XXX XXXX
FAX: 050 XXX XXXX
E-MAIL: INFO@YAS-GROUP.AE