The Emirates

Official Websites

• https://www.nationbrand.ae/en/brand
• https://www.nationbrand.ae

Brand Guidelines

2020

Brand Summary

Mission

• To inspire and promote manufacturing and industry within the Emirates, emphasizing local production and global expansion.

Core Values

• innovation
• growth
• national pride
• quality
• collaboration

Target Audience

• Manufacturers, industry professionals, government stakeholders, and organizations interested in industrial development within the UAE.

Personality Traits

• modern
• professional
• bold
• minimalistic
• forward-thinking

Visual Identity Overview

• The brand uses a modern, minimalistic visual style with geometric shapes, high-contrast black and white, and accents of magenta and earthy colors. The logo features stylized arrows and bar graphs, symbolizing progress and growth. Typography is bold and clear, with the Changa typeface as primary. Layouts emphasize clean lines, ample spacing, and structured alignment.

Categories

Brand Imagery

• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Color Palette

• Brand primary colors Black
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Brand secondary colors
• The extended brand color palette consists of 10 colors (including black and white) that combine to create complimenting and contrasting pairings.
• These earthly colors are inspired by the natural resources of the UAE. They are formulated to work well with each other while promoting interesting and often unusual combinations.
• Do not use colors that are not found in the brand color palette.
• CLOUD RlBO G2O8 B231 SAND R216 G19O B162 WHEAT T255 G203 B149
• ROCOCO GOLD R173 G12O Bl3 CELADON R162 G211 BISS STONE
• R29 GlSO B167
• STONE
• R2O8 G2O8 B211
• PEARL WHITE R242 G242 B235
• COAL BLACK RO GO BO
• WHITE R2SS G2SS B255

Typography

• Say hello to Changa the typeface we use to make our brand powerful.
• Changa is the primary typeface for our brand. It is used for all display text and information for all communications.
• The majority of our company communications, across campaigns and websites, will only use four primary weights of Sharp: Light 22, Medium 22, bold 22 and Extra bold 22.
• Headlines should be Changa Medium, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -O

Logo Usage

• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Visual Style

• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• Say hello to Changa the typeface we use to make our brand powerful.
• Changa is the primary typeface for our brand. It is used for all display text and information for all communications.
• The majority of our company communications, across campaigns and websites, will only use four primary weights of Sharp: Light 22, Medium 22, bold 22 and Extra bold 22.
• Headlines should be Changa Medium, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -O
• The brand end frame sequence begins with the brand symbol in full white or black over the final visual of the video’s primary story. This portion of each video should remain for at least two, no more than three, seconds. The background then changes to white with a simple animation (slide from the center to the left) for the brand to appear.
• This sequence is required on every video. It is the only approved end frame animation allowed and should not be altered.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Co Branding

• When Make It In The Emirates Brand co-sponsors with another brand or brands on an initiative, program or event, the following co-branding principles apply:
• 1-When co-branding with other brands, you should choose the vertical branding unless the artwork ratio was longer than 10 X 3 2-The Brand should always appear last in the sequence of co-brands. This could mean bottom left or top left, depending on the layout.
• 3-The monochrome can only be used when co-branding with other monochrome logos.
• When Make It In The Emirates brand co-sponsors with another brand or brands on an initiative, program or event with full visual, the brand should be placed on a white background and aligned bottom vertically with the other brands.

Endorsement

• Our brand is always less prominent than the endorsed brand, so it always appears below or after the main brand, depending on the layout. Our brand never competes with the endorsed brand for prominence.
• The brand mark can be used only in either solid white or black color.
• The monochrome can only be used when co-branding with other monochrome logos.
• The white color brand mark can be used on a dark background and the black brand mark can be used on a light background.
• When the endorsement layout is a full visual layout, brands should be placed on a white background as demonstrated in the example.
• Brands should be vertically aligned to the bottom in the case of a vertical layout.
• In the case of a horizontal layout, our brand should always come under the endorsed brand aligned to the left or the right.

Video Treatment

• The brand end frame sequence begins with the brand symbol in full white or black over the final visual of the video’s primary story. This portion of each video should remain for at least two, no more than three, seconds. The background then changes to white with a simple animation (slide from the center to the left) for the brand to appear.
• This sequence is required on every video. It is the only approved end frame animation allowed and should not be altered.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

2020

Brand Summary

Mission

• To inspire and promote manufacturing and industry within the Emirates, emphasizing local production and global expansion.

Core Values

• innovation
• growth
• national pride
• quality
• collaboration

Target Audience

• Manufacturers, industry professionals, government stakeholders, and organizations interested in industrial development within the UAE.

Personality Traits

• modern
• professional
• bold
• minimalistic
• forward-thinking

Visual Identity Overview

• The brand uses a modern, minimalistic visual style with geometric shapes, high-contrast black and white, and accents of magenta and earthy colors. The logo features stylized arrows and bar graphs, symbolizing progress and growth. Typography is bold and clear, with the Changa typeface as primary. Layouts emphasize clean lines, ample spacing, and structured alignment.

Categories

Brand Imagery

• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Color Palette

• Brand primary colors Black
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Brand secondary colors
• The extended brand color palette consists of 10 colors (including black and white) that combine to create complimenting and contrasting pairings.
• These earthly colors are inspired by the natural resources of the UAE. They are formulated to work well with each other while promoting interesting and often unusual combinations.
• Do not use colors that are not found in the brand color palette.
• CLOUD RlBO G2O8 B231 SAND R216 G19O B162 WHEAT T255 G203 B149
• ROCOCO GOLD R173 G12O Bl3 CELADON R162 G211 BISS STONE
• R29 GlSO B167
• STONE
• R2O8 G2O8 B211
• PEARL WHITE R242 G242 B235
• COAL BLACK RO GO BO
• WHITE R2SS G2SS B255

Typography

• Say hello to Changa the typeface we use to make our brand powerful.
• Changa is the primary typeface for our brand. It is used for all display text and information for all communications.
• The majority of our company communications, across campaigns and websites, will only use four primary weights of Sharp: Light 22, Medium 22, bold 22 and Extra bold 22.
• Headlines should be Changa Medium, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -O

Logo Usage

• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Visual Style

• The measuring unit equals the same thickness of the brand symbol to maintain consistent spacing distance.
• As shown, the typeface must have space equals to the brand symbol to give the brand mark breathing space. Also, between each of the lines, you must always maintain the same spacing distance.
• For the horizontal version, the brand name should sit perfectly between the top line and baseline.
• The empty space around the logo should be at least 150% of the width of the logo.
• Don’t go any smaller than 50 pixels wide.
• The brand mark can be used only in either solid white or black colors.
• The white color brand mark is used on dark backgrounds and the black brand mark is used on light backgrounds.
• The monochrome can only be used when co-branding with other monochrome logos.
• Do not use colors that are not found in the brand color palette.
• Say hello to Changa the typeface we use to make our brand powerful.
• Changa is the primary typeface for our brand. It is used for all display text and information for all communications.
• The majority of our company communications, across campaigns and websites, will only use four primary weights of Sharp: Light 22, Medium 22, bold 22 and Extra bold 22.
• Headlines should be Changa Medium, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -O
• The brand end frame sequence begins with the brand symbol in full white or black over the final visual of the video’s primary story. This portion of each video should remain for at least two, no more than three, seconds. The background then changes to white with a simple animation (slide from the center to the left) for the brand to appear.
• This sequence is required on every video. It is the only approved end frame animation allowed and should not be altered.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Co Branding

• When Make It In The Emirates Brand co-sponsors with another brand or brands on an initiative, program or event, the following co-branding principles apply:
• 1-When co-branding with other brands, you should choose the vertical branding unless the artwork ratio was longer than 10 X 3 2-The Brand should always appear last in the sequence of co-brands. This could mean bottom left or top left, depending on the layout.
• 3-The monochrome can only be used when co-branding with other monochrome logos.
• When Make It In The Emirates brand co-sponsors with another brand or brands on an initiative, program or event with full visual, the brand should be placed on a white background and aligned bottom vertically with the other brands.

Endorsement

• Our brand is always less prominent than the endorsed brand, so it always appears below or after the main brand, depending on the layout. Our brand never competes with the endorsed brand for prominence.
• The brand mark can be used only in either solid white or black color.
• The monochrome can only be used when co-branding with other monochrome logos.
• The white color brand mark can be used on a dark background and the black brand mark can be used on a light background.
• When the endorsement layout is a full visual layout, brands should be placed on a white background as demonstrated in the example.
• Brands should be vertically aligned to the bottom in the case of a vertical layout.
• In the case of a horizontal layout, our brand should always come under the endorsed brand aligned to the left or the right.

Video Treatment

• The brand end frame sequence begins with the brand symbol in full white or black over the final visual of the video’s primary story. This portion of each video should remain for at least two, no more than three, seconds. The background then changes to white with a simple animation (slide from the center to the left) for the brand to appear.
• This sequence is required on every video. It is the only approved end frame animation allowed and should not be altered.
• Never add transitions, effects or other treatment to the brand mark.
• Brand mark should be shown in white whenever possible.
• In certain cases, there may be additional elements that need to be included in the end frame. These additional elements should be isolated and placed below the end frame animation branding.
• There is no voiceover script for the end frame animation. The audio from each video should extend over the end frame animation until the video concludes.
• In some cases you can place the emblem at the bottom right corner throughout the video (emblem opacity should always be at 60%).

Promotion Insights

Color Analysis

Statistics computed across 2356 images

Tone Distribution

Sample Images

Image 1

Two-time FA Cup winner Steven Gerrard returns to Anfield today with Aston Villa ⚽️

Attributes:

• Caption: A soccer player wearing a yellow jersey with the number 8 on it.
• Keywords: soccer, jersey, number 8, yellow, player, sport, stadium, crowd, fans, spectators, team, teammate, opponent, game, competition, match, athlete, professional, international

Image 2

Two-time FA Cup winner Steven Gerrard returns to Anfield today with Aston Villa ⚽️

Attributes:

• Caption: A soccer player wearing a yellow jersey with the number 8 on it.
• Keywords: soccer player, yellow, number 8, jersey, sports, athletic, team, game, stadium, crowd, spectators, sportswear, uniform, competition

Image 3

Your @BudweiserUK Goal of the Season finalists are confirmed! @ThePoshOfficial’s Ivan Toney & @LFC’s Curtis Jones 🙌

Attributes:

• Caption: Emirates FA Cup Goal of the Season
• Keywords: Emirates, FA Cup, Goal of the Season, Football, Soccer, Trophy, Team, Players, Quarter Finals, Semi Finals, Finals, Championship, Winners, Losers, Scoring, Goal, Trophy, Emirates Stadium, Sports, Football Clubs

Image 4

Available to watch live on @BBCSport this weekend will be @waltonhershamfc’s Second Round Qualifying tie against @ChathamTownFC #EmiratesFACup

Attributes:

• Caption: Walton & Hersham v Chatham Town
• Keywords: Emirates FA Cup, Walton & Hersham, Chatham Town, Second Qualifying Round, 17 September 2022, 1:45 pm KO

Image 5

Available to watch live on @BBCSport this weekend will be @waltonhershamfc’s Second Round Qualifying tie against @ChathamTownFC #EmiratesFACup

Attributes:

• Caption: Walton & Hersham v Chatham Town - Second Qualifying Round - 17 September 2022 - 1:45 pm
• Keywords: Football, Walton & Hersham, Chatham Town, Emirates FA Cup, Second Qualifying Round, 17 September 2022, 1:45 pm, Kickoff, Sports, Soccer

Image 6

What #EmiratesFACup winner are you most excited to see in #EURO2020?

Attributes:

• Caption: Man in a soccer uniform running on the field
• Keywords: soccer, uniform, running, field, player, sports, athletic, game, competition, stadium, spectator, referee, goal, team, opponent, teammate, injury, fall, tackle

Image 7

What #EmiratesFACup winner are you most excited to see in #EURO2020?

Attributes:

• Caption: A soccer player wearing a blue jersey with the words fly better on it.
• Keywords: soccer player, blue jersey, fly better, soccer field, red wall, red stripe, white shorts, black gloves, happy, smiling, fly emirates, sports, athletic, football, athlete, team, competition, stadium, sporting event, physical activity

Image 8

What #EmiratesFACup winner are you most excited to see in #EURO2020?

Attributes:

• Caption: A man holding a trophy with his arms raised over his head.
• Keywords: trophy, winner, celebration, stadium, sports, champion, victory, excitement, triumph, achievement, sports event, sports competition, sports player, sports team, sports match, sports arena

Image 9

What #EmiratesFACup winner are you most excited to see in #EURO2020?

Attributes:

• Caption: A man in a blue shirt and red shorts with a white stripe down the side.
• Keywords: blue shirt, red shorts, white stripe, man, soccer, sports, athlete, fly emirates, adidas, smiling, happy, confident, young, energetic, active, outdoors, stadium, crowd, game, competition, team, player

Image 10

What #EmiratesFACup winner are you most excited to see in #EURO2020?

Attributes:

• Caption: A man holding up a trophy in a stadium
• Keywords: trophy, stadium, celebrating, sports, fans, victory, winning, excitement, jubilation, triumph, achievement, sports event, competition, championship, sports player, sports team, sports competition

… and 2346 more images