Abu Dhabi Education Council

Official Websites

• https://www.adek.gov.ae
• https://educationawards.ae
• https://www.adec.ac.ae/en

Brand Guidelines

2010

Brand Summary

Mission

• To build and maintain a central characterization of ADEC, imparting a successful personification by communicating clearly and consistently, and promoting education excellence and innovation for a prosperous and bright future for Abu Dhabi’s people and generations to come [^1].

Core Values

• education excellence
• creativity
• knowledge
• adaptation
• change
• rejuvenation
• foresight
• sustainable development
• faith
• loyalty
• wisdom
• Emirati traditions
• innovation
• culture
• fine arts
• quality standards
• sustainability

Target Audience

• Individuals and organizations involved in the creation and development of MARCOM tools connected with ADEC, as well as the broader Abu Dhabi community, including students, educators, and stakeholders in education [^2].

Personality Traits

• clear
• consistent
• creative
• innovative
• knowledge-producing
• adaptable
• forward-thinking
• prestigious
• professional

Visual Identity Overview

• ADEC’s visual identity is defined by a singular voice and image, with a logo consisting of a motif, wordmark, and tagline. The motif uses five blocks colored Heritage Red, Skyline, Oasis, Arabian Sky, and Turquoise Sea, matching the Abu Dhabi color palette. The brand emphasizes Arabic calligraphy, clean layouts, and proportional spacing, with strict rules for logo usage, placement, and color palette. Typography combines Arabic and English scripts, and all elements are treated as an integral unit to reinforce a consistent and distinctive look [^3].

Categories

Brand Voice

• The brand identity of the Abu Dhabi Education Council (ADEC) signifies the visual and verbal expression of the brand. It was designed to build, as well as maintain, a central characterization of ADEC, which can be applied and expressed through a wide multitude of public exposure and media outlets. The ADEC brand consists of a singular voice and image, which are able to impart a successful personification, by communicating clearly and consistently.
• The brand identity program is a comprehensive approach to constructing and managing our brand identity across all activities, and comprises of: • The component parts of our brand identity; such as the wordmark, motif, colours and typography • Principles on how to use each element of our successful communication
• The components and principles are described in detail within this guidelines document, and are intended for anyone involved in the creation and development of MARCOM tools connected with ADEC. Used accurately and consistently, it will help build our brand, as well as consolidate our identity. At the same time, our guidelines allow for substantial flexibility in order to meet specific market needs, as well as to promote creativity.

Brand Imagery

• The motif has been designed to resemble several objects that signify ADEC’s endeavors to provide a system of education excellence. The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette. We have left the interpretation of the motif open to encourage creativity which is one of the elements that ADEC is looking to promote within students. Thus, some people picture it as an open book, as ADEC’s vision in becoming an innovation based, knowledge producing society; other picture it as blocks, representing the building blocks of learning and being the foundation of every child’s future; and other picture it as an ear of wheat, as wheat has often been used to represent education and growth. The word “lqraa” (English translation: “Read”), rendered in Arabic calligraphy, is elegantly sprawled across all the squares, uniting the entire assembly into a single, vibrant, and powerful symbol illustration.
• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• Only the logo variations below are accepted to be used.
• Commitment to dimensions and proportions
• Ensure logo always includes motif, word mark, the line, and tagline
• Avoid stretching, minimizing, enlarging, moving, or deleting any separate part of the logo
• Ideally the placement of ADEC brand logo should be on a white background. However, when this is not possible, always follow placement guide as illustrated alongside.
• If placing the brand logo on a dark background, ensure that it is reproduced in reverse. That said, in all circumstances other than for use on a white background, the logo should be used in reverse colour (white).
• In situations where the ADEC brand logo has to be superimposed/placed on images, always ensure that it is positioned in a highly visible manner, without being intrusive. It is also imperative that the colours of the image DO NOT clash with those of the brand logo.
• When adhering to the original colour pallete, any background color matching one of the motif’s colors is to be forbidden. In addition, no background should be used if the outcome incurs partial or total distortion or concealment of any of the brand logo’s elements. The resulting exposure would fail to reinforce any of ADEC’s core principles.
• On special applications motif should be in full color, wordmark and tagline in silver.

Color Palette

• The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette.
• Masterbrand Colour Palette Heritage Red PMS 1815 Skyline PMS 532 Turquoise Sea PMS 5503 Arabian Sky PMS 277 Oasis PMS 418
• Heritage Red: Symbolizes our language, culture and values that form the basis of our Emirati culture that ADEC is striving to preserve through quality standards in education. Skyline:SymbolizesAbuDhabi’s vision which entails creating a knowledge-based economy. ADEC is utilizing the latest methods and technological tools in its educational services to fulfill this dream. Turquoise Sea: Symbolizes the Arabian Gulf, which was the primary source of livelihood for our ancestors. Like the sea education is an unlimited source of enlightenment. Arabian Sky: Symbolizes pride, wisdom and unlimited ambition through which we aspire to reach education excellence that will be recognized throughout the world. Oasis: Symbolizes the environmental education which is being encouraged in the school community in new buildings designed with sustainability in mind as well as promoting sustainability through learning.
• Heritage Red: R: 138 G: 32 B: 3 C: 0 M: 90 Y: 100 K: 51 Skyline: R: 24 G: 60 B: 71 C: 100 M: 80 Y: 70 K: 25 Turquoise Sea: R: 156 G: 197 B: 202 C: 29 M: 0 Y: 10 K: 14 Arabian Sky: R: 118 G: 213 B: 240 C: 27 M: 7 Y: 0 K: 0 Oasis: R: 95 G: 96 B: 75 C: 4 M: 0 Y: 31 K: 75
• When adhering to the original colour pallete, any background color matching one of the motif’s colors is to be forbidden.

Typography

• The ADEC word mark (Abu Dhabi Education Council) and tagline have been designed in a combination of Arabic and English scripts. They are not to be altered in any manner. There is no other way that the word mark can be presented or used, but as illustrated here. All the fonts used in the word mark should be treated as a graphic element . The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• Amerika Sans
• The authorised fonts can be used for the main body text of the official letters.
• Candara Regular
• Candara Bold
• Candara Italic
• Candara Bold Italic
• Font Specifications NAME Arabic : AXTEK Plain Medium -9 pts -Skyline (PMS 532) at 100% English : Candara Bold -9 pts -Skyline (PMS 532) at 100% Designation & Department Arabci : AXTEK Arabic Light -7 pts -Skyline (PMS 532) at 100% English : Candara -7 pts -Skyline (PMS 532) at 100% Address and Contact Numbers Candara -6.5 pts -Skyline (PMS 532) at 100%
• It is not permitted to modify any part of the official business cards.
• Font Specifications: Arabic Address and Contact Numbers : AXTEK Arabic Light –8pts -Skyline (PMS 532) English Address and Contact Numbers : Candara -8.3pts -Skyline (PMS 532)
• Font Specifications for Vertical Web Address Candara -29 pts -Skyline (PMS 532)
• Font Specifications: Arabic Address and Contact Numbers : AXTEK Arabic Light -8pts -Skyline (PMS 532) English Address and Contact Numbers : Candara –8.3pts -Skyline (PMS 532)
• Font Specifications Vertical Web Address Candara -10 pts -Skyline (PMS 532) Arabic Address and Contact Numbers AXTEK Arabic Light -7.7 pts -Skyline (PMS 532) English Address and Contact Numbers Candara -8 pts -Skyline (PMS 532)
• Font Specifications Web Address Inside pages -Candara -9pts -Skyline (PMS 532) Back Cover -Candara -29 pts -Skyline (PMS 532)
• Font Specifications Web Address Back Cover -Candara –12 pts -Skyline (PMS 532)
• Font Specifications Vertical Web Address : Candara -32pts -Skyline (PMS 532) Arabic contact address : AXTEK Arabic Light 10pts English contact address : Candara Regular 10.4pts
• Font Specifications Arabic Contact Address : AXTEK Arabic Light -6.5 pts -Skyline (PMS 532) English Contact Address : Candara -6.8 pts -Skyline (PMS 532) Web Adress : Candara -6.8 pts -Skyline (PMS 532
• Font Specifications Arabic Contact Address : AXTEK Arabic Light -11.5 pts -Skyline (PMS 532) English Contact Address : Candara -12 pts -Skyline (PMS 532)
• Font Specifications Web Adress : Candara -11 pts -Skyline (PMS 532)
• Font Specifications Employee Name in Arabic Tahoma -8 pts -Skyline (PMS 532) at 100% Employee Name in English Candara -10 pts -Skyline (PMS 532) at 100% Designation & Department in Arabic Tahoma -6 pts -Skyline (PMS 532) at 100% Designation & Department in English Candara -8 pts -Skyline (PMS 532) at 100% Contact Details in Arabic Tahoma -8 pts -Skyline (PMS 532) at 100% Contact Details in English Candara -8 pts -Skyline (PMS 532) at 100%
• Font Specifications Name in Arabic : AXTEK Arabic Light -8.5 pts -Skyline (PMS 532) Name in English : Candara -8.5 pts -Skyline (PMS 532) Designation in Arabic : AXTEK Arabic Light -6.5 pts -Skyline (PMS 532) Designation in English : Candara –6.5 pts -Skyline (PMS 532) Web Address : Candara -7 pts -Skyline (PMS 532) Card Holder’s information in English : Candara -6.5 pts -Skyline (PMS 532) Card Holder’s information in Arabic : AXTEK Arabic Light -6 pts -Skyline (PMS 532) Contact information in English : Candara -6 pts Contact information in Arabic : AXTEK Arabic Light -5.5 pts
• Font Specifications for Arabic Address and Contact Numbers AXTEK Arabic Light -9 pts -Skyline (PMS 532) Font Specifications for English Address and Contact Numbers Candara -9 pts -Skyline (PMS 532)
• Font Specifications for Vertical Web Address Candara -14 pts -Skyline (PMS 532)

Logo Usage

• The ADEC logo is the keystone of our corporate identity. It is emblematic of our personality, and our basic values. The following pages contain specific instructions on how to properly apply all elements to ADEC’s communications initiative. Utilized prudently, we can consistently capture the spirit of ADEC, and express our distinctive look in everything that we create.
• The ADEC Brand Logo consists of three main elements: the motif, the word mark, and the tagline (brand promise). Each of these elements correspond to a pivotal trait of ADEC’s image, and their combination serves to reinforce a consistent and decisive validation.
• The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette.
• The word “lqraa” (English translation: “Read”), rendered in Arabic calligraphy, is elegantly sprawled across all the squares, uniting the entire assembly into a single, vibrant, and powerful symbol illustration.
• The word mark bears the organizations’s complete name: Abu Dhabi Education Council in both Arabic and English. An additional emphasis on the title is the underscoring straight line, which falls directly beneath it.
• The tagline reinforces the brand’s promise within a concise and impressionable motto. At its most basic principle, ADEC promises “Education First”. The motto also appears in Arabic and English.
• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• Only the logo variations below are accepted to be used.
• When using the logo, the following instruction should be taken into consideration: - Commitment to dimensions and proportions - Ensure logo always includes motif, word mark, the line, and tagline - Avoid stretching, minimizing, enlarging, moving, or deleting any separate part of the logo
• The secondary brand logo is used only in special cases with written approval by Strategic Communications & Media Division Manager at ADEC.
• Ideally the placement of ADEC brand logo should be on a white background. However, when this is not possible, always follow placement guide as illustrated alongside.
• If placing the brand logo on a dark background, ensure that it is reproduced in reverse. That said, in all circumstances other than for use on a white background, the logo should be used in reverse colour (white).
• In situations where the ADEC brand logo has to be superimposed/placed on images, always ensure that it is positioned in a highly visible manner, without being intrusive. It is also imperative that the colours of the image DO NOT clash with those of the brand logo.
• When adhering to the original colour pallete, any background color matching one of the motif’s colors is to be forbidden. In addition, no background should be used if the outcome incurs partial or total distortion or concealment of any of the brand logo’s elements. The resulting exposure would fail to reinforce any of ADEC’s core principles.
• On special applications motif should be in full color, wordmark and tagline in silver.

Tone And Messaging

• The brand identity of the Abu Dhabi Education Council (ADEC) signifies the visual and verbal expression of the brand. It was designed to build, as well as maintain, a central characterization of ADEC, which can be applied and expressed through a wide multitude of public exposure and media outlets. The ADEC brand consists of a singular voice and image, which are able to impart a successful personification, by communicating clearly and consistently.
• The brand identity program is a comprehensive approach to constructing and managing our brand identity across all activities, and comprises of: • The component parts of our brand identity; such as the wordmark, motif, colours and typography • Principles on how to use each element of our successful communication
• The components and principles are described in detail within this guidelines document, and are intended for anyone involved in the creation and development of MARCOM tools connected with ADEC. Used accurately and consistently, it will help build our brand, as well as consolidate our identity. At the same time, our guidelines allow for substantial flexibility in order to meet specific market needs, as well as to promote creativity.
• The ADEC Brand Logo consists of three main elements: the motif, the word mark, and the tagline (brand promise). Each of these elements correspond to a pivotal trait of ADEC’s image, and their combination serves to reinforce a consistent and decisive validation.
• The motif has been designed to resemble several objects that signify ADEC’s endeavors to provide a system of education excellence. The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette. We have left the interpretation of the motif open to encourage creativity which is one of the elements that ADEC is looking to promote within students. Thus, some people picture it as an open book, as ADEC’s vision in becoming an innovation based, knowledge producing society; other picture it as blocks, representing the building blocks of learning and being the foundation of every child’s future; and other picture it as an ear of wheat, as wheat has often been used to represent education and growth. The word “lqraa” (English translation: “Read”), rendered in Arabic calligraphy, is elegantly sprawled across all the squares, uniting the entire assembly into a single, vibrant, and powerful symbol illustration.
• The word mark bears the organizations’s complete name: Abu Dhabi Education Council in both Arabic and English. An additional emphasis on the title is the underscoring straight line, which falls directly beneath it.
• The tagline reinforces the brand’s promise within a concise and impressionable motto. At its most basic principle, ADEC promises “Education First”. The motto also appears in Arabic and English.
• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• The word “Iqraa” literally means “Read” and stems from our Arab-Islamic roots. It takes many forms and allows individual interpretation and personal reflection. “Iqraa” is the first word ordering the Prophet Mohammed – Peace Be Upon Him – to read out (read the name of your Lord who created). It implies persistent hard work as there is no limit to the prospects, paths and dimensions of the word. Education and knowledge rise without boundaries from Iqraa, and by inculcating this word into everyday life nations will surely develop. More so, since it is one of the most important building blocks in the path of knowledge and education. Iqraa emits infinite faith and loyalty; initiates spiritual love of everlasting goodness; aids in strong and coherent achievements; determines success, and develops a bright path of aspirations. The United Arab Emirates is influenced by Iqraa in every way. We dreamt big, and today have grown beyond common realities and capabilities. We have accomplished a lot in record time, and have became a role model for the world at large. The vision of the late His Highness Sheikh Zayed bin Sultan Al Nahyan (may God rest his soul), as well as his predecessors, have established Abu Dhabi’s position in the modern world in fields ranging from education and innovation to culture and fine arts. Iqraa reflects Emirati traditions, its core values and ideals. It fills our hearts with spiritual knowledge, and our souls with wisdom. Iqraa expresses our willingness for adaptation, change, rejuvenation, foresight and sustainable development. All this helps Abu Dhabi build a prosperous and bright future for its people, for generations to come.

Brand Values

• The brand identity of the Abu Dhabi Education Council (ADEC) signifies the visual and verbal expression of the brand. It was designed to build, as well as maintain, a central characterization of ADEC, which can be applied and expressed through a wide multitude of public exposure and media outlets. The ADEC brand consists of a singular voice and image, which are able to impart a successful personification, by communicating clearly and consistently.
• The ADEC logo is the keystone of our corporate identity. It is emblematic of our personality, and our basic values. The following pages contain specific instructions on how to properly apply all elements to ADEC’s communications initiative. Utilized prudently, we can consistently capture the spirit of ADEC, and express our distinctive look in everything that we create.
• The motif has been designed to resemble several objects that signify ADEC’s endeavors to provide a system of education excellence. The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette. We have left the interpretation of the motif open to encourage creativity which is one of the elements that ADEC is looking to promote within students. Thus, some people picture it as an open book, as ADEC’s vision in becoming an innovation based, knowledge producing society; other picture it as blocks, representing the building blocks of learning and being the foundation of every child’s future; and other picture it as an ear of wheat, as wheat has often been used to represent education and growth. The word “lqraa” (English translation: “Read”), rendered in Arabic calligraphy, is elegantly sprawled across all the squares, uniting the entire assembly into a single, vibrant, and powerful symbol illustration.
• The tagline reinforces the brand’s promise within a concise and impressionable motto. At its most basic principle, ADEC promises “Education First”. The motto also appears in Arabic and English.
• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• The word “Iqraa” literally means “Read” and stems from our Arab-Islamic roots. It takes many forms and allows Individual Interpretation and personal reflection. “Iqraa” is the first word ordering the Prophet Mohammed – Peace Be Upon Him – to read out (read the name of your Lord who created). It implies persistent hard work as there is no limit to the prospects, paths and dimensions of the word.
• Education and knowledge rise without boundaries from Iqraa, and by inculcating this word into everyday life nations will surely develop. More so, since it is one of the most important building blocks in the path of knowledge and education. Iqraa emits infinite faith and loyalty; initiates spiritual love of everlasting goodness; aids in strong and coherent achievements; determines success, and develops a bright path of aspirations.
• Iqraa reflects Emirati traditions, its core values and ideals. It fills our hearts with spiritual knowledge, and our souls with wisdom. Iqraa expresses our willingness for adaptation, change, rejuvenation, foresight and sustainable development. All this helps Abu Dhabi build a prosperous and bright future for its people, for generations to come.
• Heritage Red: Symbolizes our language, culture and values that form the basis of our Emirati culture that ADEC is striving to preserve through quality standards in education.

Visual Style

• The ADEC Brand Logo consists of three main elements: the motif, the word mark, and the tagline (brand promise). Each of these elements correspond to a pivotal trait of ADEC’s image, and their combination serves to reinforce a consistent and decisive validation.
• The motif has been designed to resemble several objects that signify ADEC’s endeavors to provide a system of education excellence. The motif is composed of five blocks coloured Heritage Red , Skyline, Oasis, Arabian Sky and Turquoise Sea which are matching the Brand Abu Dhabi colour palette.
• The word “lqraa” (English translation: “Read”), rendered in Arabic calligraphy, is elegantly sprawled across all the squares, uniting the entire assembly into a single, vibrant, and powerful symbol illustration.
• The word mark bears the organizations’s complete name: Abu Dhabi Education Council in both Arabic and English. An additional emphasis on the title is the underscoring straight line, which falls directly beneath it.
• The tagline reinforces the brand’s promise within a concise and impressionable motto. At its most basic principle, ADEC promises “Education First”. The motto also appears in Arabic and English.
• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• Only the logo variations below are accepted to be used.
• Commitment to dimensions and proportions
• Ensure logo always includes motif, word mark, the line, and tagline
• Avoid stretching, minimizing, enlarging, moving, or deleting any separate part of the logo
• Ideally the placement of ADEC brand logo should be on a white background. However, when this is not possible, always follow placement guide as illustrated alongside.
• If placing the brand logo on a dark background, ensure that it is reproduced in reverse. That said, in all circumstances other than for use on a white background, the logo should be used in reverse colour (white).
• In situations where the ADEC brand logo has to be superimposed/placed on images, always ensure that it is positioned in a highly visible manner, without being intrusive. It is also imperative that the colours of the image DO NOT clash with those of the brand logo.
• When adhering to the original colour pallete, any background color matching one of the motif’s colors is to be forbidden. In addition, no background should be used if the outcome incurs partial or total distortion or concealment of any of the brand logo’s elements.
• On special applications motif should be in full color, wordmark and tagline in silver.
• Masterbrand Colour Palette Heritage Red PMS 1815 Skyline PMS 532 Turquoise Sea PMS 5503 Arabian Sky PMS 277 Oasis PMS 418 Heritage Red: R: 138 G: 32 B: 3 C: 0 M: 90 Y: 100 K: 51 Skyline: R: 24 G: 60 B: 71 C: 100 M: 80 Y: 70 K: 25 Turquoise Sea: R: 156 G: 197 B: 202 C: 29 M: 0 Y: 10 K: 14 Arabian Sky: R: 118 G: 213 B: 240 C: 27 M: 7 Y: 0 K: 0 Oasis: R: 95 G: 96 B: 75 C: 4 M: 0 Y: 31 K: 75
• The ADEC word mark (Abu Dhabi Education Council) and tagline have been designed in a combination of Arabic and English scripts. They are not to be altered in any manner. There is no other way that the word mark can be presented or used, but as illustrated here. All the fonts used in the word mark should be treated as a graphic element . The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.

Layout And Composition

• The motif, word mark and tagline are to be treated as one integral unit, and any scaling should be done as such.
• Ideally the placement of ADEC brand logo should be on a white background. However, when this is not possible, always follow placement guide as illustrated alongside.
• If placing the brand logo on a dark background, ensure that it is reproduced in reverse. That said, in all circumstances other than for use on a white background, the logo should be used in reverse colour (white).
• In situations where the ADEC brand logo has to be superimposed/placed on images, always ensure that it is positioned in a highly visible manner, without being intrusive. It is also imperative that the colours of the image DO NOT clash with those of the brand logo.
• When adhering to the original colour pallete, any background color matching one of the motif’s colors is to be forbidden. In addition, no background should be used if the outcome incurs partial or total distortion or concealment of any of the brand logo’s elements.
• On special applications motif should be in full color, wordmark and tagline in silver.
• The illustration above cannot be altered in any way and must Abu Dhabi Schools be treated as one integral unit, and any scaling should be done as such.
• It is not just the space or “breathing area” between the wordmark and the border that must be considered, the spacing between the motif, word mark and tagline should be 1/10 X School Name Abu Dhabi hos,I maintained as illustrated on this page. If ‘x’ is the height of the motif, the minimum clear space should be half the height of the motif, i.e. 1/2x. The distance between the motif and the Arabic wordmark is 1/2x. The same (1/2x) applies for the distance between the motif and the English wordmark.
• Ideally the placement of ADEC -Schools logo should be on a white background. However, when this is not possible, always follow placement guide as illustrated alongside.
• In situations where the ADEC -Schools logo has to be superimposed/placed on images, always ensure that it is positioned in a highly visible manner, without being intrusive. It is also imperative that the colours of the image DO NOT clash with those of the brand logo.
• Never use the full coloured ADEC -Schools Logo on a coloured background. In situations where you cannot avoid placing the logo on images, the Sub-brand logo should not be overpowered by the image, nor should the colours of the image and logo clash with each other.
• On special applications motif should be in full color, word mark and tagline in silver.

Additional Properties