brand

December 2018

guidelines
Welcome

At Arada, we build high quality communities.

Diverse neighbourhoods that come to life
when people share, exchange and celebrate.

This document is a practical guide

to applying our brand strategy and
new design system across the business.

Arada Brand Guidelines 2

Table of Contents

1 Brand strategy 5 Typography 9 Endorsements and partnerships

1.01 Brand essence 05 5.01 Introduction 29 9.01 Endorsements 52
1.02 Brand purpose 06 5.02 Arada 30 9.02 Partnerships 53
1.03 Brand behaviours 07 5.03 Arada Headline 31
1.04 Brand Architecture 08 5.04 Arada Arabic 32 10 How it all comes together 54
5.05 Arada Arabic Headline 33
2 Tone of voice 5.06 Typography hierarchy 34 11 Contact 61
2.01 Headline messaging 10
2.02 Body copy 11 6 Iconography & Signage
6.01 Icon set 36
3 Brandmark 6.02 Icon construction 37
3.01 Introduction 13 6.03 Signage 38
3.02 Brandmark variations 14
3.03 Brandmark variations - with text 15 7 Photography
3.04 Clearspace – English 16 7.01 People 40
3.05 Clearspace – Arabic 17 7.02 Places – Interiors 41
3.06 Clearspace – Dual vertical 18 7.03 Places – Exteriors 42
3.07 Clearspace – Dual horizontal 19 7.04 Places – Urban 43
3.08 Brandmark as an equation 20 7.05 Photography misuse 44
3.09 Brandmark misuse 21
8 Layout principles
4 Colour 8.01 Grid portrait 46
4.01 Main brand colours 23 8.02 Grid portrait – In use 47
4.02 Category colours 24 8.03 Grid landscape 48
4.03 Colour combinations 25 8.04 Grid landscape – In use 49
4.04 Colour use 26 8.05 Shape 50
4.05 Colour misuse 27

Arada Brand Guidelines 3

brand 1
strategy

Arada Brand Guidelines 4

1 Strategy 01 Brand essence

This is our brand essence. It unites and

drives everything that we do and is the
reason why we exist in the world.

connected life

Arada Brand Guidelines 5

1 Strategy 02 Brand purpose

Our purpose can be used as a guide to

direct all parts of the business, from what
we offer and how we present ourselves to Connected life
the kinds of capabilities and culture we
need to deliver.

We believe that when people and spaces connect,

great things happen – spaces come to life.

Our spaces and services empower people to behave

differently and grow in purposeful ways; help them to
share, exchange, and celebrate with each other.

Arada Brand Guidelines 6

1 Strategy 03 Brand behaviours

We have 6 behaviours that represent

our core company values. We use these connected life
principles to guide how we behave
and design new experiences, from
products and services to campaigns and
activations. smart human
Make things better. Always put people and their needs first.
Find the best possible solution Keep in mind who we are doing this for; the
for the task at hand. best solution might not be the most rational.

progressive considered
Think outside the box. Make a plan.
Challenge conventions and push the Think carefully about the task at hand, before
boundaries to change the game for everyone making a decision.
in our organisation and the industry as a whole.

dynamic socially minded

Don’t stand still. Be the connector.
Make fast decisions and be flexible when Facilitate the welfare of people as a whole
needed. This is our competitive advantage. and enable connections to happen.

Arada Brand Guidelines 7

1 Strategy 04 Brand architecture

While our organisation and offer evolves

we need to create a system for Arada and
its destinations that is future proof. Start

We use a simple decission tree to

determin the fundamental rules of how we
establish our brand in the market and how
products and services are connected to The various
developments
our master brand. Developments Yes The intention is to Yes have similar Yes
Arada is relying
on partnerships Yes
are already built keep the attributes with other
developments (eg architecture, developers
services...)

No No No No

Build awareness and Create a strong Arada Create a strong Arada The development brands
utilize any opportunities brand with distinctively brand with a family of should be heavily linked The development brands
to present the Arada different development development brands, with to the Arada brand should be fairly neutral
brand on hoardings, brands so you can sell a subtle connection – and share strong visual as all the partner brands
cranes etc... (eg. like them off along the way similar colours or type commonalities become the heroes
Emaar) (eg. like Dubai Harbour) (eg. like Emaar) (eg. like Meraas) (eg. like Dubai Canal)

Use the visual language The developments have The anchor brands
to create functional significant attractions should be strong and not
wayfinding through No / anchors like malls Yes endorsed by the developer
iconography that is a or large parks and we as people already know
subtle link to the expect visitors from that they are within an
Arada brand the surrounding areas Arada development
or cities (eg. Roxy Cinemas)

Arada Brand Guidelines 8

tone of voice 2

Arada Brand Guidelines 9

2 Tone of Voice 01 Headline messaging

Headline messaging is a main feature of our 1. 2.

print and digital advertising and key brand
building communications such as brochures
and posters. It can be used alongside
graphics or with imagery. When being used
alongside imagery the messaging must
align with the core focus of the imagery.
Here are some of examples of tone of voice
for our headline messaging. thrive people + spaces
1. Single word. Bold, simple, direct.
These can be both emotional or practical
words detailing what can be done in an
Arada development to how an experience
in an Arada development can make
someone feel. 4.
3.
2. The ‘equals sign’ within our brandmark
allows for a playful interaction between
this and the body copy creating a
series of equations that detail Arada
experiences.

3. Short sentences that explore the spaces come places that inspire
excitement around our developments.
to life and empower
4. Short sentences that describe the
emotional impact of experiencing one
of our developments.

Arada Brand Guidelines 10

2 Tone of Voice 01 Body copy

Copy used for body copy should be both

professional and approachable.
At Arada, we build high quality
It should highlight how we at Arada are a
progressive and distruptive addition to the communities.
developer landscape.

It should communicate our ambition

and commitment to developing high Diverse neighbourhoods that come to life
quality projects, not just in the structural
or infrastructure sense, but also in terms when people share, exchange and celebrate.
of experience and service for the people
who live in or visit our developments.

What makes us special is not so much

what we do, but how and why we do it.

We are designers, urban planners and those

passionate about people who challenge the
status quo; constantly striving to enhance the
everyday; going the extra mile to give people
more of what really matters.

Arada Brand Guidelines 11

brandmark 3

Arada Brand Guidelines 12

3 Brandmark 01 Brandmark

This is our brandmark. It is a combination

of a stylised ‘equals mark’ as an icon and
a minimal typemark.

The ‘equals mark’ icon represents

how all messaging used within Arada
communications is embodied by Arada.

The icon and typemark must always be

used together with the same relationship
they are presented in here.

Arada Brand Guidelines 13

3 Brandmark 02 Brandmark variations

The Arada brandmark comes as four Arada English Brandmark

variations; English, Arabic and Horizontal
and Vertical Dual Language lock ups.

Most often use of these variations

would be paired with the language of
the communication it is placed on. For
instance on a poster that is in both English
and Arabic text a dual language variation
would be used.

Arada Arabic Brandmark

Arada Dual Language Brandmark – Vertical Arada Dual Language Brandmark – Horizontal

Arada Brand Guidelines 14

3 Brandmark 03 Brandmark variations – with text

When using the brandmark alongside one Arada English Brandmark with text
of our developments the brandmark acts
as an endorsement.

In these cases the Brandmark with text

version should be used to highlight that a
certain project is an Arada development.

There is an English and Arabic version

of this lock up to fit the resepective
communication language.

Arada Arabic Brandmark with text

Arada Brand Guidelines 15

3 Brandmark & Symbol 04 Clear space and minimal size — English

To ensure legibility it is important to retain Clear space

sufficient clear space around the Arada
brandmark. No text or graphics should
enter this clear space. The recommended
minimum clear space is calculated using
the height of the brandmark itself.

For accurate print reproduction of the

brandmark, the recommended minimum
size for use is 5mm in height.

Minimal size

5mm 20px

Arada Brand Guidelines 16

3 Brandmark 05 Clear space and minimal size — Arabic

To ensure legibility it is important to Clear space

retain sufficient clear space around the
Arada Arabic brandmark. No text or
graphics should enter this clear space.
The recommended minimum clear space
is calculated using the height of the
brandmark itself.

For accurate print reproduction of the

brandmark, the recommended minimum
size for use is 7mm in height.

Minimal size

7mm 25px

Arada Brand Guidelines 17

3 Brandmark 06 Clear space and minimal size — Dual language — Vertical

To ensure legibility it is important to retain Clear space

sufficient clear space around the Arada
Dual Language Vertical brandmark. No
text or graphics should enter this clear
space. The recommended minimum clear
space is calculated using the height of the
brandmark itself.

For accurate print reproduction of the

brandmark, the recommended minimum
size for use is 12mm in height.

Minimal size

12mm 45px

Arada Brand Guidelines 18

3 Brandmark 07 Clear space and minimal size — Dual language — Horizontal

To ensure legibility it is important to retain Clear space

sufficient clear space around the Arada
Dual Language Horizontal brandmark.
No text or graphics should enter this clear
space. The recommended minimum clear
space is calculated using the height of the
brandmark itself.

For accurate print reproduction of the

brandmark, the recommended minimum
size for use is 7mm in height.

Minimal size

7mm 25px

Arada Brand Guidelines 19

3 Brandmark 08 Brandmark as an equation usage

The symbol in the brandmark represents 1. 2.

an equals sign. We can utilise this device
to create equations that relate to the
positive aspects of Arada as a brand and
the experiences of people living in one of
our developments. people
+
1. A positive word paired with the community spaces
brandmark to create a simple, community people + spaces

bold statement of what feeling

or experience can be evoked at
an Arada development. For best
visual appearance the height of the
brandmark should match the x-height
of the typography it is matched up with.

2. A more overt equation, here two 3. 4.

associations with Arada developments
are used alongside the brandmark.

3. Similar communication to option 1,

however the relationship between the

thrive
type and brandmark allows for the
layout to be a more typographically people
led layout. thrive +
spaces
people + spaces
4. The equation is divided by the layout,
showing two elements both as text, but
visually too via the layout.

Arada Brand Guidelines 20

3 Brandmark 09 Brandmark misuse

To maintain a strong, distinctive brand it 1 2

is important to use our brandmark and
basic elements in a consistent way. Here
are some examples of what we shouldn’t
do. These rules apply to the English, Arabic
and Dual Language Brandmarks.

1. D
 on’t use the brandmark in colours other
than the brand colours specified 3 4

2. D
 o not add effects to the brandmark
such as drop shadows, gradients,
outlines or bevels

3. Do not distort the brandmark

4. Do not rotate the brandmark in any way 5 6

5. D
 o not modify the relationship between
the icon and the wordmark

6. D
 o not use the wordmark alone without
the icon

7. Do not crop the brandmark 7 8

8. D
 o not place the brandmark on a
background colour which effect’s
its legibility

Arada Brand Guidelines 21

colour 4

Arada Brand Guidelines 22

4 Colour 01 Main brand colours

Primary
Primary colours
These are the core colours of the
Arada brand and can be used on any Pantone Black C Pantone 7687 C
application. They can be used alone or CMYK 0/0/0/100 CMYK 100/80/0/20
punctuated with photography or the other RGB 0/0/0 RGB 29/66/138
colours in the palette. Hex #000000 Hex #1D428A

Supporting colours
These colours can be used as full bleed
backgrounds. They can also be used as
the elements in patterns and to create
emphasis in typography on black.
Secondary
On any piece of communication only one
supporting colour can be used at a time.
Pantone 335 C Pantone 170 C Pantone 4665 C
CMYK 100/5/70/15 CMYK 0/60/50/0 CMYK 5/30/38/12
RGB 0/142/109 RGB 255/134/116 RGB 205/167/136
Category colours are used to define Hex #008e6d Hex #FF8674 Hex #CDA788
communications for different business
categories of Arada.

These colours are only ever used by

themselves or paired with one of our
primary colours. Under no circumstances
would they be paired with another Pantone 570 C Pantone 2582 C Pantone 184 C
category colour or a secondary colour. CMYK 57/0/30/0 CMYK 55/85/0/0 CMYK 0/80/36/0
RGB 107/202/186 RGB 172/79/198 RGB 246/82/117
Hex #6BCABA Hex #AC4FC6 Hex #F65275
Currently we have four business categories
that we will be communication. We will
add to this section when more categories
are added.

Arada Brand Guidelines 23

4 Colour 03 Colour combinations

Our brand allows for a number of Primary/Primary Primary/Secondary

combinations using our brand colours
to create flexible yet consistant
communications.

These combinations are:

– Primary paired with Primary,
– Primary paired with Secondary and
– Primary paired with Category.

In summary one of our primary colours

must always be present. Under no
circumstances should two secondary
colours be paired together, or a secondary
colour be paired with a category colour.

Primary/Category

Arada Brand Guidelines 24

4 Colour 04 Colour Use

A visual exploration of how our 1. 2.

colours can be implemented across
brand communications.

people you sights family

+ + + +
living them sounds friends

connecting people connecting people connecting people connecting people

to what really matters [Link] to what really matters [Link] to what really matters [Link] to what really matters [Link]

4.
3.

future connection exploration life

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[Link] [Link] [Link] [Link]

Arada Brand Guidelines 25

4 Colour 05 Colour Misuse

1. Do not use secondary or category 1. 2.

colours for corporate communications
such as brand stationery.
retail

2. Do not use a category colour

assigned to a specific category for
a healthy
communications of a different category. investment
in sharjah
3. Do not use more than two colours
(excluding white) in a layout.

4. Do not use two secondary colours or

category colours or a combination of
the two together in a layout.

3. 4.

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Arada Brand Guidelines 26

typography 5

Arada Brand Guidelines 27

5 Typography 01 Introduction

Hello, this is our

We have a specially created custom
typeface for our brand, that comes in two
variants; Arada and Arada Headline.

Both form a vital part of our brand, with

custom typeface.
Arada Headline providing a typographic
edge that perfectly communicates
how we do things as a developer a bit
differently from the competition.

It comes in two
varients; Arada and
Arada Headline.

Arada Brand Guidelines 28

5 Typography 02 Arada

Arada
Our primary typeface is Arada. It is a
custom typeface created specifically
for the Arada brand. It is an important Arada
part of the Arada brand identity.

It has been designed to both

communicate the seriousness of a
multinational developer whilst also
Aa Bb Cc Dd Ee
showing the playful side of the brand
and how we do things differently. Ff Gg Hh Ii Jj Kk
It is available in three weights:

Arada Light
Arada Regular
Arada Bold
Ll Mm Nn Oo Pp
The use of these weights is detailed
in the hierarchy section on page XX
Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1234567890
Arada Brand Guidelines 29
5 Typography 02 Arada Headline

Arada Headline
Arada Headline is to be used on key
typographic elements and headlines
across the Arada brand. Arada Headline

Aa Bb Cc Dd Ee
It is designed to be highly legible,
contemporary and approachable, yet
communicate the uniqueness and

Ff Gg Hh Ii Jj Kk
distruptiveness that Arada stands for as a
brand and brings into our developments.

It is available in three weights:

Ll Mm Nn Oo Pp
Arada Headline Light
Arada Headline Regular
Arada Headline Bold

The use of these weights is detailed in the

hierarchy section on page XX Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
1234567890
Arada Brand Guidelines 30
5 Typography 05 Primary Typeface – Arabic

Arada Arabic
Our primary typeface is Arada. It is a
custom typeface created specifically for
the Arada brand. It is an important part of Arada Arabic
the Arada brand identity.

It has been designed to both

communicate the seriousness of a
multinational developer whilst also
‫ابتثجح‬
showing the playful side of the brand and
how we do things a bit differently. ‫خدذرزسش‬
It is available in three weights:

Arada Arabic Light

Arada Arabic Regular
Arada Arabic Bold
‫صضطظ‬
The use of these weights is detailed in the
hierarchy section on page XX
‫عغفقكل‬
‫منهةوىي‬
٠987654321
Arada Brand Guidelines 31
5 Typography 06 Alternative Typeface – Arabic

Arada Headline Arabic

Our Alternative typeface is Arada
Headline. It is a custom typeface created
specifically for the Arada brand and its Arada Headline Arabic
developments.

it is intended to be used on Arada

developments catered towards a younger ‫ابتثجح‬
‫خ د ذ ر  ز س  ش‬
audience such as students and first time
buyers. The uniqueness of the typeface
echos the uniqueness and more youthful
spirit of these developments.

‫صضطظ‬
It is available in three weights:

Arada Headline Arabic Light

‫عغفقكل‬
Arada Headline Arabic Regular
Arada Headline Arabic Bold

The use of these weights is detailed in the

hierarchy section on page XX

‫منهةوىي‬
٠987654321
Arada Brand Guidelines 32
5 Typography 08 Type Hierarchy

thrive
The use of the typefaces are defined Graphic headings
to create a sense of hierarchy and
purpose in all communications. This
guide is intended for flexible, yet
consistent application of typography
across all brand communications.

1. Graphic headings
Alongside colour and image, large
type is a key element of our brand
communications. Large graphic headings
are to always be set in Arada Headline,
predominately in Bold and always in
lowercase.

2. Headings/Sub-headings
Headings used on communication such as Headings/Sub-headings
advertising, brochures and digital is set in
Arada Regular or Light. All messaging is to
be written in lowercase. Headings use our custom
3. Body copy
For large bodies of text Arada Light is
typeface Arada
used. This can be paired with Arada
Bold for showing emphasis and as Body copy
subheadings within body copy. All text is
to be written in Sentence case. Headings use our custom typeface arada Mus? Alertatil ut perus? quonfes usquam.
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nostem priora, quast ves et; nos vis sidium. Oximium porei se, nostilii publica timanductus.

Arada Brand Guidelines 33

iconography 6
& signage

Arada Brand Guidelines 34

6 Iconography & Signage 01 Icon set

Wayfinding icons with without grid and stroke

Iconography is used in our communications

where a visual cue in the form of an icon
can help a consumer more clearly identify
what is being communicated.

It can also be beneficial for customers

who’s understanding of English would be
aided through iconography.

Our iconography is to be used

predominately across digital applications
such as our website and app and signage.

Our iconography style is derived from the

bold angles used within our custom Arada
Standard and Arada Headline typefaces.

Arada Brand Guidelines 35

6 Iconography & Signage 02 Icon construction

For icons we have created the current set

on a 10x10 grid measuring 25mm. The line
thickness of the icons on this grid are 7pt
thickness. 25mm

Should a new icon need to be created to

communicate a new offering, they should
25mm
be crafted using these parameters.
7pt thickness

Arada Brand Guidelines 36

6 Iconography & Signage 03 Signage

Signage within our corporate spaces and

development spaces is a key area to Signage lock-up construction
brand and extend our brand reach.

SIgnage can comprise of iconography

(utilising our iconography style) and type,
‫اﻟﻤﻄﺎﻋﻢ‬
or just type. In each case it would be dual
language and use the Arada typeface for
Restaurants
maximum legibility. x 0.5 x 0.5 x

On the right are examples of how signage

can be utilised in our spaces either as Free-standing Wall mounted
free-standing elements or mounted to
walls and other surfaces.
‫ﻏﺮﻓﺔ اﻟﻐﺴﻴﻞ‬ ‫ﻏﺮﻓﺔ اﻟﻐﺴﻴﻞ‬ ‫ﻏﺮﻓﺔ اﻟﻐﺴﻴﻞ‬
Washrooms Washrooms Washrooms

‫ﻣﺼﻌﺪ‬ ‫ﻣﺼﻌﺪ‬ ‫ﻣﺼﻌﺪ‬

Lift Lift Lift

‫ﻣﻌﻠﻮﻣﺎت‬ ‫ﻣﻌﻠﻮﻣﺎت‬ ‫ﻣﻌﻠﻮﻣﺎت‬

Information Information Information

‫اﻟﻤﻄﺎﻋﻢ‬ ‫اﻟﻤﻄﺎﻋﻢ‬ ‫اﻟﻤﻄﺎﻋﻢ‬

Restaurants Restaurants Restaurants

Arada Brand Guidelines 37

photography 7

Arada Brand Guidelines 38

7 Photography 01 People

People are at the heart of our business and

why we do what we do. We create spaces
for people.

With this in mind Arada brand photography

should ultimately always show people.
Real people, who use our spaces daily and
these must be documented in a candid and
natural way.

In terms of demographics, our

developments are created to be used by
a wide variety of people; students, young
familys, business owners, employees and so
on; the documentation of our spaces should
reflect that.

Arada Brand Guidelines 39

7 Photography 02 Places – Interiors

Places are what we do. Photography should

always champion the developments, their
key features and designs and the people
that use them.

Interior photography crosses all aspects

of our developments from homes to retail
to commercial.

The Arada style is characterised by a

urban, candid and light style. In as many
cases as possible images should be shot
in natural lighting.

Arada Brand Guidelines 40

7 Photography 03 Places – Exteriors

A particular focus of our brand imagery

should be on exterior and open spaces.
Creating environments that are walkable
and encourage outdoor living is at the core
of what we do, and our imagery should
reflect this.

For brand communications and advertising,

use imagery that displays both nature and
people using outdoor spaces.

Arada Brand Guidelines 41

7 Photography 04 Places – Urban

Daily life in our spaces is full of energy and

offers up a wide variety of experiences for
people to enjoy. It is important our imagery
captures the energy and excitement of living
in one of our destinations with all of the
choices and entertainment at a resident’s
fingertips.

Arada Brand Guidelines 42

7 Photography 05 Photography Misuse

1. Do not use imagery that is black and 1. 2.

white. Photography is an integral part
of our brand, and the colour that comes
from our photography brings life to our
communications.

2. Do not use urban imagery that is

overtly another well known destination.
This would include showing famous
landmarks and transport unique to that
location.

3. Do not use imagery that has effects.

Our imagery is intended to show a
candid and natural snapshot of life
within our developments.
3. 4.
4. Do not use imagery that is appears
cliched or obviously staged or has use
of excessive emotion.

Arada Brand Guidelines 43

layout 8
principles

Arada Brand Guidelines 44

8 Layout 01 Grid portrait

All of our communications use a grid 12mm outer margin

Key
layout system. 12mm secondary margin

Outer margin
The grid allows the freedom for flexible Secondary margin
layouts whilst also keeping a 50/50 split Layout divider
both vertically and horizontally.

The 50/50 split in layouts is key to the

Arada brand communication look and
feel as it represents two elements coming

12mm secondary margin

together to create an Arada experience.

12mm outer margin

The grid allows for both full bleed layouts
and layouts with an outer margin, both
can be used as part of the Arada visual
language.

The following pages show how this

grid can be utilised both in portrait
and layout formats.

These measurements are for an A4/A3

sized layout, for different dimensions the
principles of the grid would simply be
modified to fit that particular format.

Arada Brand Guidelines 45

8 Layout 02 Grid portrait – in use

The grid system in use across portrait Full bleed layout Outer margin layout
communications.

The measurements and margins would

flex with different dimensions and retain
the same principles throughout.

The margins allow for full bleed and

layouts where a constant white outer
margin is used.
work + play

thrive
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[Link]

Arada Brand Guidelines 46

8 Layout 03 Grid landscape

All of our communications use a grid 12mm outer margin

Key
layout system. 12mm secondary margin

Outer margin
The grid allows the freedom for flexible Secondary margin
layouts whilst also keeping a 50/50 split Layout divider

12mm secondary margin

both vertically and horizontally.

12mm outer margin

The 50/50 split in layouts is key to the
Arada brand communication look and
feel as it represents two elements coming
together to create an Arada experience.

The grid allows for both full bleed layouts

and layouts with an outer margin, both
can be used as part of the Arada visual
language.

Arada Brand Guidelines 47

8 Layout 04 Grid landscape - in use

The grid system in use across landscape Full bleed layout

communications.

The measurements and margins would [Link]

flex with different dimensions and retain

discover
the same principles throughout.

The margins allow for full bleed and

layouts where a constant white outer
margin is used.

Outer margin layout

potential
gaps in the
retail market
powerpoint v1

Arada Brand Guidelines 48

8 Layout 05 Shape

The use of shape in layouts also forms Shapes to use

part of our brand communications.

These are to be used in the absense of

imagery and when a number of pieces
of communication are used for a single
campaign and the communications need
to feel part of a series.

As shown in the examples, a shape should

always be split 50/50 across the split line
of the layout, be centrally placed with only
one shape used per layout.

Shapes in use

community
thrive play

Arada Brand Guidelines 49

endorsements 9
& partnerships

Arada Brand Guidelines 50

8 Endorsements & Partnerships 01 Endorsements

The Arada logo can be used as an

endorsement when sitting next to
brandmarks for our developments or
experiences.

In these cases the brandmark would be the

‘a development by’ or ‘an experience by’
lock-up.

The brandmark for the development would

take precedence with the Arada brandmark
being centrally alligned (either horizontally
or vertically depending on the lock up).

Arada Brand Guidelines 51

8 Endorsements & Partnerships 02 Partnerships

When working in partnership with other

developers or brands, this logo lock-up
can be used to represent the relationship
between the brands.

Both logos sit side by side, with a dividing

vertical line equal distance between them.
This distance equates to half the width of
the Arada equals symbol.

The logos can appear in whichever order

is felt appropriate for the partnership.

Arada Brand Guidelines 52

how it all 10
comes together

Arada Brand Guidelines 53

10 How it all comes together

Arada Brand Guidelines 54

10 How it all comes together

Arada Brand Guidelines 55

10 How it all comes together

people you sights family

+ + + +
living them sounds friends

connecting people connecting people connecting people connecting people

to what really matters [Link] to what really matters [Link] to what really matters [Link] to what really matters [Link]

future connection exploration life

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[Link] [Link] [Link] [Link]

Arada Brand Guidelines 56

10 How it all comes together

Arada Brand Guidelines 57

10 How it all comes together

Arada Brand Guidelines 58

10 How it all comes together

Arada Brand Guidelines 59

contact 11

Arada Brand Guidelines 60

11 Contact

We hope that this document helps you

to understand the core elements of our
new brand.

If you have any further questions or need

some additional advice please contact the
Marketing and Communications team on
brand@[Link] or visit our brand site
at [Link]

Arada Brand Guidelines 61