Al Rehal Company

Brand Guidelines

2023

Brand Summary

Mission

• To elevate the spiritual experience of every pilgrim embarking on the sacred journeys of Hajj and Umrah, providing exceptional, luxurious, and hassle-free experiences with utmost comfort and convenience, ensuring profound reverence and memorable journeys that surpass expectations and leave a lasting impression on esteemed clientele [^1].

Core Values

• Authenticity
• Awareness
• Altruism
• Credibility
• Care
• Comfort
• Calm
• Discretion
• Delight
• Empathy
• Energy
• Freedom
• Fidelity
• Generosity
• Gratefulness
• Giving
• Happiness
• Harmony
• Helpfulness
• Impact
• Passion
• Peace
• Responsibility
• Recreation
• Relaxation
• Serenity
• Solitude
• Tranquility

Target Audience

• Egyptian VIP pilgrims and visitors of the Two Holy Mosques, men and women aged over 30 years, seeking a premium, hassle-free pilgrimage experience that caters to their needs and preferences, appreciating luxury and expecting a high level of service for a spiritually enriching, relaxing, and serene journey [^2].

Personality Traits

• Down to earth
• Family oriented
• Honest
• Sincere
• Cheerful
• Friendly
• Daring
• Trendy
• Exciting
• Spirited
• Imaginative
• Unique
• Reliable
• Hard Working
• Intelligent
• Corporate
• Successful
• Confident
• Upper Class
• Glamorous
• Charming
• Smooth
• Outdoorsy
• Masculine
• Tough
• Rugged

Visual Identity Overview

• The visual identity centers on the Kaaba, using black and gold as primary colors, with modern, elegant, and elite attributes. The logo is a stylized Arabic word ‘Al-Rehal’ intertwined to resemble the Kaaba, employing geometric shapes, negative space, and solid block colors. Serif and sans-serif font families are used for Arabic and English, and imagery focuses on feelings, luxury, and the Kaaba. The identity system includes logo variations, responsive logos, icon sets, and applications across digital, print, uniforms, and interior/exterior branding [^3].

Categories

Brand Imagery

• Imagery to be used: • Images focus on feelings • Pictures focusing on the Kaaba • Photos focus on luxury
• Kaaba Colors: Black, and Gold
• The logo incorporates the colors of the Holy Kaaba, primarily black and golden (as a secondary hue), chosen for their profound significance in representing the Holy Kaaba. These colors were thoughtfully selected to convey the deep meaning associated with this sacred structure. Moreover, the use of these colors allows for easy visual recognition, enabling the logo to evoke a strong association with the distinction of the Sacred Mosque.
• PANTONE P 19-4 C #BB9057 R: 187 C: 26% G: 144 M:42% B: 87 Y: 75% K: 4%
• #080804 R: 11 C: 72% G: 8 8:4 Y: 68% K: 86% M: 67%

Color Palette

• The logo incorporates the colors of the Holy Kaaba, primarily black and golden (as a secondary hue), chosen for their profound significance in representing the Holy Kaaba. These colors were thoughtfully selected to convey the deep meaning associated with this sacred structure. Moreover, the use of these colors allows for easy visual recognition, enabling the logo to evoke a strong association with the distinction of the Sacred Mosque.
• PANTONE P 19-4 C
• #BB9057
• R: 187 C: 26%
• G: 144 M:42%
• B: 87 Y: 75%
• K: 4%
• #080804
• R: 11 C: 72%
• G: 8 8:4 Y: 68% K: 86%
• M: 67%

Typography

• Kaaba, Arabic Typography
• Suggested Font type: Serif Font Families
• In crafting this logo, two distinct font types were employed: one in Arabic and the other in English. Both fonts belong to the Sans Serif family, chosen for their ability to impart a contemporary feel to the logo while seamlessly integrating with digital platforms. Special attention was given to ensure that both fonts retained the core characteristics of the Typeface.
• Georama
• Readex Pro
• Regular 1 2 3 4 5 6 7 8 9 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+
• Regular ١٢٣٤٥٦٧٨٩٠ ط ض ص ش س ز ر ذ د خ ج ج ث ت ب أ ي و ه ن م ل ك ق ف غ ع ظ ّ ُ ً ئ ء ؤ ْ
• Medium
• Medium ١٢٣٤٥٦٧٨٩٠
• Bold
• Bold ١٢٣٤٥٦٧٨٩٠

Logo Usage

• The logo concept revolves around the Arabic word “Al-Rehal” creatively designed in a way that the letters are intricately intertwined, resembling the structure of the Holy Kaaba when viewed from a specific angle, complete with its distinctive details. The term “Al-Rehal” in Arabic signifies both preparation for travel and reaching a destination. This idea is symbolically depicted in the logo, where the overall shape forms an upward arrow, representing the direction and aspiration toward the Holy Kaaba, which serves as the ultimate destination.
• The logo construction was a meticulous process that involved precise calculations of its geometric dimensions to achieve a captivating final form. The aspect ratio of the symbol’s overall shape was determined using the golden ratio, contributing to its aesthetic appeal and visual harmony.
• The Golden Ratio is 1 : 1.618
• There are various logo variations designed to suit different scenarios. The primary logo is intended for universal use, while the logotype is specifically tailored for narrow, strip-like spaces. Additionally, the standalone icon can be used independently.
• The logo incorporates the colors of the Holy Kaaba, primarily black and golden (as a secondary hue), chosen for their profound significance in representing the Holy Kaaba. These colors were thoughtfully selected to convey the deep meaning associated with this sacred structure. Moreover, the use of these colors allows for easy visual recognition, enabling the logo to evoke a strong association with the distinction of the Sacred Mosque.
• PANTONE P 19-4 C

• #BB9057 R: 187 C: 26% G: 144 M:42% B: 87 Y: 75% K: 4%

• #080804 R: 11 C: 72% G: 8 8:4 Y: 68% K: 86% M: 67%

Tone And Messaging

• Al Rehal Company for Travel is a distinguished Hajj and Umrah tourism business, delivering exceptional, luxurious, and hassle-free experiences for esteemed visitors of the Grand Mosque. Their primary goal is to provide the utmost comfort and convenience to individuals during their sacred rituals. To enhance its market positioning, the Branding Project aims to adopt a new logo and identity. Additionally, effective marketing strategies will be implemented to showcase achievements, highlight premium offerings, and demonstrate successful collaborations. With a focus on acquiring new leads and expanding market share, Al Rehal aims to strengthen its presence and reputation in the industry.
• Al Rehal is a distinguished Hajj and Umrah tourism company catering to esteemed visitors of the Grand Mosque and those embarking on their spiritual journeys. The primary goal is to deliver exceptional, luxurious, and hassle-free experiences for individuals performing Hajj and Umrah. Prioritize providing utmost comfort and convenience to their customers as they partake in the sacred rituals of Hajj and Umrah and pay reverence to the Prophet’s Mosque. With a commitment to excellence, they strive to create memorable and enriching journeys that surpass expectations and leave a lasting impression on their esteemed clientele.
• To align with their competitors and project a more polished corporate image, it is essential for them to adopt a new logo and identity that reflects their enhanced market positioning. Additionally, they need to implement effective marketing strategies to showcase their achievements, highlight their offerings, and demonstrate their successful collaborations with other companies. By focusing on acquiring new leads and expanding their market share, they can further strengthen their presence in the market.
• The target audience for this pilgrimage experience comprises Egyptian VIP pilgrims and visitors of the Two Holy Mosques. They are individuals seeking a journey of comfort, enjoyment, and spiritual fulfillment. This audience includes both men and women aged over 30 years, who desire a premium and hassle-free pilgrimage experience that caters to their needs and preferences. They appreciate luxury and expect a high level of service, ensuring their trip to the sacred sites in Mecca and Medina is not only spiritually enriching but also a source of relaxation and serenity.

Brand Values

• Authenticity Awareness Altruism Credibility Care Common Sense Comfort Calm Discretion Delight Empathy Energy Feelings Freedom Fidelity Generosity Gratefulness Giving Happiness Harmony Helpfulness Impact Passion Peace Responsibility Recreation Relaxation Serenity Solitude Tranquility

Visual Style

• Basic Shapes: Rectangles, circles & Lines Reflecting feelings, deep meaning, and the Kaaba use the logo shapes in filling with objects, pictures, and colors.
• Suggested Logo Type: Symbol + Logotype
• Suggested Executions: Negative space, solid block colors
• logo Lockups: • Primary Lockup: Aligned vertically to the center • Other Lockups: Icon alone, Icon with Tagline.
• Imagery to be used: • Images focus on feelings • Pictures focusing on the Kaaba • Photos focus on luxury
• Brand Attributes: Modern, Elegant, Elite
• Identity elements Kaaba, Arabic Typography
• Fonts Suggested Font type: Serif Font Families
• Colors Kabaa Colors: Black, and Gold
• The logo construction was a meticulous process that involved precise calculations of its geometric dimensions to achieve a captivating final form. The aspect ratio of the symbol’s overall shape was determined using the golden ratio, contributing to its aesthetic appeal and visual harmony.
• The Golden Ratio is 1 : 1.618
• The logo incorporates the colors of the Holy Kaaba, primarily black and golden (as a secondary hue), chosen for their profound significance in representing the Holy Kaaba. These colors were thoughtfully selected to convey the deep meaning associated with this sacred structure. Moreover, the use of these colors allows for easy visual recognition, enabling the logo to evoke a strong association with the distinction of the Sacred Mosque.
• PANTONE P 19-4 C ## #BB9057 R: 187 C: 26% G: 144 M:42% B: 87 Y: 75% K: 4%

• #080804 R: 11 C: 72% G: 8 8:4 Y: 68% K: 86% M: 67%

• In crafting this logo, two distinct font types were employed: one in Arabic and the other in English. Both fonts belong to the Sans Serif family, chosen for their ability to impart a contemporary feel to the logo while seamlessly integrating with digital platforms. Special attention was given to ensure that both fonts retained the core characteristics of the Typeface.
• Georama Readex Pro

Iconography

• ICON SET
• Icon alone, Icon with Tagline.
• There are various logo variations designed to suit different scenarios. The primary logo is intended for universal use, while the logotype is specifically tailored for narrow, strip-like spaces. Additionally, the standalone icon can be used independently.
• The logo incorporates the colors of the Holy Kaaba, primarily black and golden (as a secondary hue), chosen for their profound significance in representing the Holy Kaaba. These colors were thoughtfully selected to convey the deep meaning associated with this sacred structure. Moreover, the use of these colors allows for easy visual recognition, enabling the logo to evoke a strong association with the distinction of the Sacred Mosque.
• PANTONE P 19-4 C
• #BB9057
• R: 187 C: 26%
• G: 144 M:42%
• B: 87 Y: 75%
• K: 4%
• #080804
• R: 11 C: 72%
• G: 8 8:4 Y: 68% K: 86%
• M: 67%

Layout And Composition

• Basic Shapes: Rectangles, circles & Lines
• Reflecting feelings, deep meaning, and the Kaaba use the logo shapes in filling with objects, pictures, and colors.
• Suggested Executions: Negative space, solid block colors
• logo Lockups: • Primary Lockup: Aligned vertically to the center • Other Lockups: Icon alone, Icon with Tagline.
• The logo construction was a meticulous process that involved precise calculations of its geometric dimensions to achieve a captivating final form. The aspect ratio of the symbol’s overall shape was determined using the golden ratio, contributing to its aesthetic appeal and visual harmony.
• The Golden Ratio is 1 : 1.618
• There are various logo variations designed to suit different scenarios. The primary logo is intended for universal use, while the logotype is specifically tailored for narrow, strip-like spaces. Additionally, the standalone icon can be used independently.

Interior And Exterior Branding

• BRAND INTERIOR &OUTDOOR

Advertising Campaigns

• IDENTITY iMPLEMENTATIONS • Advertising Campaign AZ Tech Solutions
• IDENTITY IiM MPLEM ENTATIONS -Advertisi ing Campai ign