Beruflich Dokumente
Kultur Dokumente
brand
Brand Guidelines
2018
We are The
coordinates of
a thriving ecosystem
that inspires The
world-class
content. Capital
for
The Content
capital of the UAE,
championing art &
Creators
culture, technology
& innovation.
Abu Dhabi is a major cultural and commercial centre, and twofour54 is in the heart of this thriving
capital. Our vibrant community is already home to a collection of great creative minds; from
filmmakers and game developers, to publishers and writers. Global companies to local startups.
Seasoned professionals to the digitally-savvy Gen Z.
Our content creating partners have come from all over the world to shape a like-minded
community in Abu Dhabi, which was voted first in the Arab world for ease of doing business.
And together, we’re growing the media industry in the region. Because while they bring fresh ideas
and unique voices, we provide world-class studios, production facilities, office space and expertise
to help them make it.
Contents
1 2 3 4
The brand The brand
elements
The brand
templates
The brand
applications
Our vision The way we speak Print ad Stationery
Our mission Flexing our voice Social Media posts Merchandise
Our values The way we look Digital Identification
Our architecture Photography Breaking the rules Buildings
Our promise Colour palette Vehicles
Our purpose Typography
Our personality Iconography
Our essence Degree icon
Our products & services Master brandmark
Our audiences Minimum size
Clear space
Partners logos
Logo colour variations
Incorrect usage
1
The
brand
Our Our
vision mission
To be the To develop a
thriving creative
capital for ecosystem that
content inspires world-
creators. class content and
fosters the success
of the region’s
media industry.
Our
values
Open Passionate
We are open to new ideas We love our industry and
and love change. believe in its potential.
Inclusive Entrepreneurial spirit
We are a diverse group, We challenge the norm
rich in our differences. and make things happen.
Forward-thinking Innovative
We take inspiration from the Our ideas break ground, box
past and focus on the future. office records and the internet.
Creative Collaborative
We dream, we inspire and We work together to make
we create. anything possible.
Our
architecture
Media Zone Authority has established a business
& legal framework to foster the success of the
media & entertainment industry.
Vision
To create a thriving world-class media industry that
contributes significantly to the achievement of the
Emirate of Abu Dhabi’s economic, social and cultural
objectives.
Mission
To facilitate the growth and development of the
Abu Dhabi media industry through the implementation
of strategic media initiatives, which in turn positively
contributes to Abu Dhabi’s GDP.
Our
promise
To be a thriving ecosystem and catalyst
to the media and entertainment
sectors in Abu Dhabi. To promote
and champion the content creation
industry, attracting the very best young
and dynamic talent. To add benefit,
value and real economic growth to the
GDP and success of Abu Dhabi, while
sustaining our growing media industry.
Our
purpose
To be a trusted and collaborative
partner in the creation of exciting
content that will grow the region’s
media industry and put Abu Dhabi
on the map as a creative force.
Our
personality We are creators.
Original thinkers,
visionaries, artists,
makers and enablers.
We don’t follow the crowd.
We do things our own way.
We are a credible, trusted
and dependable business
partner. You can count on
us to get things done.
We have full confidence in
our abilities, plus the drive
to make anything possible.
Our
essence
Opportunity
From growth for partners and
freelancers to employees and the
youth community, twofour54 offers,
creates and leverages opportunities in
the media and entertainment industry.
Our products Offerings
& services through the
Media Zone
Briefing Room
Authority
an online portal which connects partners to live briefs in a matter of clicks.
State-of-the-art facilities
Government and and amazing infrastructure for the next shoot, voice recording, anything.
Travel Services
to provide logistical support, organise visas and make moving in easy.
A vibrant media & entertainment hub
that’s home to over 470 media companies, all making exciting content.
Freelancer pool
with over 600 multilingual talents. An extra hand is never too far away.
Seamless company set-up
with easy steps to start a business and run with it.
Youth community
of over 13,000 youngsters to assist with projects and contribute with 30% rebate through ADFC
valuable local insights.
on production spend for movies and shows.
Our
audiences
Employees Parents
Employees working with twofour54. Parents of future media leaders.
community
for content
creators.
The way we...
The way We are
we speak Community-focused
We work towards our partners’ success. Everything we say and
do reinforces this.
How we speak is just as important as what we say.
We always keep things simple, engaging and Smart
relevant. We’re creative and clever; so we write with a smart twist, or a splash
of humour, wherever we can. We’re not afraid of wordplay.
Authentic
We don’t exaggerate, glorify or make lofty claims. Everything we
say is true and believable.
Conversational
We speak clearly, simply and warmly, like we’re talking to a colleague
or friend. But we never slip into colloquialism.
Confident
We’re an authority on our subject matter. So we always speak with
confidence, using relevant terminology and up-to-date references
whenever needed.
We are not
Complicated
Corporate
Over-serious
Colloquial
Flexing
our voice
Our tone of voice should be flexible enough
to address different audiences and consumer
segments.
Youth
Our voice is Confident Our voice is Conversational
but not Corporate but not Colloquial Conversational, Smart
We would say: We would say:
We’d love to hear from you. If you’re looking for an exciting Government Entities
internship in media, then
Please get in touch if you have
any questions. you’ve come to right place. Authentic, Confident
We wouldn’t say: We wouldn’t say:
Kindly contact us by email for
any further queries that you
Hey! We have tons of
awesome media companies
Local Community
may have. where you could get a really Conversational, Smart, Authentic
cool internship!
The way we...
Photography
Our photography, and the way it’s treated, Vibrant
helps us establish a consistent look and feel
for all our communication. So whether we’re We are a bright, modern and creative brand.
shooting or selecting imagery, we need to So as a rule, every shot we use should be full
keep these three key characteristics in mind. of energy, spontaneity and dynamicity.
Community-focused
Our partners are at the heart of everything we do
as a content creation community – whether they’re
creating or consuming that content. They also
bring out the emotion in a photograph. So they
should be the focus wherever possible, and like
real slices of life, never look static or too posed.
N.B.
Photographer Checklist:
Treatment
This should simply be considered as an
example of how to treat an image to achieve
our suggested look and feel. It’s important
to note that depending on the image, the Selective color
levels will need to be adjusted accordingly to
produce the same result.
Color Balance
Film stills
The exception to the treatment rule is film
stills which cannot be doctored in any way.
Instead, these should become the hero and
set the tone for the other images used in
the same collage.
Dominant
PAPER White
CMYK 0 0 0 0
RGB 255 255 255
CMYK 48 0 89 0 Base
RGB 144 200 82 Colour
Pantone 376 C
Is a neutral tone that can
be used as a colour block
and together with the
more dominant purple
and green. It balances
80% 60% 40% 20%
out the bright primary
tones with the clean
CMYK 70 91 28 13 white space.
RGB 98 54 110
Pantone 7665C
Primary Colours
80% 60% 40% 20%
CMYK 0 0 0 72
RGB 105 106 109 To be used, preferably seperately, as
the main pop of colour on design layouts.
Pantone COOL GREY 9C
Note:
Please reffer to our corporate colour guide book for
colour and stock reference.
Secondary
colour palette
Dominant
White
80% 60% 40% 20%
CMYK 91 67 0 0
RGB 31 96 173
Pantone 2726 C
Secondary
Colours
CMYK 81 0 23 0 Base
RGB 0 182 200 Colour
Pantone 7710 C
CMYK 0 22 91 0
RGB 255 200 47
Pantone 128 C
Note:
Please reffer to our corporate colour guide book for
colour and stock reference.
Fonts
We’ve selected clean, contemporary fonts in both
English and Arabic that work across digital and print.
0123456789
0123456789
Do not place images Do not use multiple Do not block off the
or patterns within the circles within the degree icon with
degree icon. degree icon. horizontal boxes
or text boxes.
Arabic prominant
bilingual logotype usage
English prominant
bilingual logotype usage
English
Arabic
Clearspace = X
English
Partner logos
A gray line at 1pt should be used to divide the two
logos. The twofour54 brandmark should always
have clear space surrounding it. Use the following
reference as a guide when pairing up with partner
logos in horizontal and vertical layouts.
Logo colour
variations
The following demonstrates the various
applications of the brandmark on solid colour
backgrounds.
Full-colour brandmark on a white White version with green degree Full black logotype on a white Full white logotype on a black
background. icon against primary purple (this background. (This is only used background. (This is only used
is also applicable for darker- when required for black and when required for black and
coloured backgrounds). white newspapers, condolence white newspapers, condolence
ads etc.) ads etc.)
White version with white degree White version with green degree White wordmark with green Full white logotype should
icon against primary green (this icon against secondary base degree icon should be used be used on medium tone
is also applicable for lighter- grey, or black for film. on dark background images background images.
coloured backgrounds). or videos.
Incorrect
usage
Do not change the colour of the Do not move the degree icon Do not apply on top of dense Do not change the size of the
degree icon. It can only change relative to the brandmark. colour or busy background degree icon in relation to the
colour relative to the chosen Always use the supplied layouts. Only use approved logo. Do not change the colour
base and primary colours brandmark file. solid colours or background of the logo to all green.
allocated in this guide. imagery.
Do not change the colour or vary Do not warp the brand mark either Do not tilt the the logo or place Do not use the same colour for
the wordmark in any way. The vertically or horizontally to fit or at an angle. This also applies to the degree symbol and the logo,
word mark can only be used as cram into a specific area. Only use using the logo tilted vertically at unless the logo is fully white
stated in this guide. provided brandmark artwork and a 90 degree angle. or black.
always scale in perspective.
3
The
brand
templates
Print... Ad
Campaign
structure
Our campaign is split into 3 tiers –
brand ads, sector ads and testimonial ads.
Tier 1 - Brand
The brand ads introduce the Capital for Content Creators,
and offer overarching information about who we are and
the exciting work being done by our creative community.
Tier 2 - Sector
The sector-specific ads are more tactical in nature, targeting
the gaming, edutainment, digital and movie industries.
Tier 3 - Testimonials
The testimonial ads feature the people behind the work,
and their success stories.
Route 1
Route 1 is our preferred route and
is to be used for all our larger
campaigns.
ConnectMedia
Bidaya with opportunity in oneeducational
makes exciting of the world’s fastest for
content, growing
kids, media markets. Join
our creative
such as Iftahcommunity,
ya SimSim,and script
from your success story
conceptualisation with over
to sound and470 partners who
are making
editing, rightthe most
here onof thecollaborative
our best local talent, knockout
campus. You production
too can facilities and
access
join overto470
newpartners
businessandfrom our online
make Briefing
the most of our Room. Start your business with
state-of-the-
ourfacilities
art simple 3-step set-up process,
and multilingual and then
freelance base.justNow
press play.
let’s Now let’s create.
create.
Make
Make ititatat
twofour54.com
twofour54.com
Tier 2
Sector ads
CSI by Ubisoft
Make
your hit Iftah Ya Sim Sim
by Bidaya
with Make
knockout Make your play
facilities Star Wars:
The Force Awakens
futures with where
new-school all the
content players are
Bring your film or TV show to twofour54 Abu Dhabi and get access to our Bidaya Media imaginations
makes exciting in aeducational content,
whichfor
is kids, Bidaya Media makes in exciting educational
Inspire young growing market passionate about Set up your business the heart of the USDcontent, forMENA
3.2 billion kids,
award-winning studios, world-class facilities and experienced bilingual such as content.
Iftah ya Whether
SimSim, it’s
from conceptualisation to our
sound and campus gives such
original a film, TV show, or app, creative regionasgaming
Iftah yaindustry,
SimSim, atfrom conceptualisation
the Capital to soundEnter
for Content Creators. and
crew. Set the scene with Abu Dhabi’s blockbuster locations, and get a editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities editing, right here onlevel
our up
collaborative campus. You too can
the game faster and with ease with our simple 3-step
piece of the action with ADFC’s epic 30% production rebate*. Now let’s roll. join over 470 partners and make the most of our state-of-the-locations, and join over 470 partners and make the is
most of our
and experienced crew. Set the stage with Abu Dhabi’s stunning set-up process. Our creative campus geared up state-of-the-
with all the best
art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show. art facilities
local andfacilities
talent and multilingual
you’llfreelance base.Now
need to score. Nowlet’s
let’splay.
create.
Make it at Make
Make ititatat Make
Make ititatat
twofour54.com twofour54.com
twofour54.com twofour54.com
twofour54.com
We made
these
little
guys
speak
Arabic
Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.
Make it at
twofour54.com
Route 2
Route 2 is to be used for all our small-
scale communication which require a
quick turnaround.
Connect with opportunity in one of the world’s fastest growing media markets. Join
our creative community, and script your success story with over 470 partners who
are making the most of the best local talent, knockout production facilities and
access to new business from our online Briefing Room. Start your business with
our simple 3-step set-up process, and then just press play. Now let’s create.
Make it at
twofour54.com
Tier 2 Edutainment Edutainment (1 partner)
Make Make
futures futures
with Lamsa
with
new- new-
school school
content content
Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about
such as content.
original Iftah ya Whether
SimSim, it’s
from conceptualisation
a film, TV show, or app,to our
sound and campus gives
creative such as content.
original Iftah ya Whether
SimSim, it’s
from conceptualisation
a film, TV show, or app,to our
sound and campus gives
creative
editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities
join
and over 470 partners
experienced crew. and make
Set the thewith
stage most
Abuof Dhabi’s
our state-of-the-
stunning locations, and join
and over 470 partners
experienced crew. and make
Set the thewith
stage most
Abuof Dhabi’s
our state-of-the-
stunning locations, and
Production Gaming
art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show. art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show.
Make
Make ititatat Make
Make ititatat
twofour54.com
twofour54.com twofour54.com
twofour54.com
Digital
CSI by Ubisoft
Make
Make your play
your hit where
with all the
knockout players
facilities are Make
likes
VICE Arabia
like-
Bring your film or TV show to twofour54 Abu Dhabi and get access to our
award-winning studios, world-class facilities and experienced bilingual
Set up your business in the heart of the USD 3.2 billion MENA
minded
creators
region gaming industry, at the Capital for Content Creators. Enter
crew. Set the scene with Abu Dhabi’s blockbuster locations, and get a
the game faster and level up with ease with our simple 3-step
piece of the action with ADFC’s epic 30% production rebate*. Now let’s roll.
set-up process. Our creative campus is geared up with all the best
local talent and facilities you’ll need to score. Now let’s play.
Make it at Make it at
twofour54.com twofour54.com
Make it at
twofour54.com
Tier 3
Testimonial ad
Taghreedat
Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.
Make it at
twofour54.com
The big picture
Route 1 Route 2
Brand
ConnectMedia
Bidaya with opportunity in oneeducational
makes exciting of the world’s fastest for
content, growing
kids, media markets. Join
our creative
such as Iftahcommunity,
ya SimSim,and script
from your success story
conceptualisation with over
to sound and470 partners who
are making
editing, rightthe most
here onof thecollaborative
our best local talent, knockout
campus. You production
too can facilities and
access
join overto470
newpartners
businessandfrom our online
make Briefing
the most of our Room. Start your business with
state-of-the-
ourfacilities
art simple 3-step set-up process,
and multilingual and then
freelance base.justNow
press play.
let’s Now let’s create.
create.
Make
Make ititatat
twofour54.com
twofour54.com
CSI by Ubisoft
Make
your hit
Iftah Ya Sim Sim
Sector
by Bidaya
with Make
knockout Make your play
facilities Star Wars:
The Force Awakens
futures with where
new-school all the
content players are
Bring your film or TV show to twofour54 Abu Dhabi and get access to our Bidaya Media imaginations
Inspire young makes exciting in aeducational content,
growing market whichfor
is kids,
passionate about Bidaya Media
Set up your makes in
business exciting
the hearteducational
of the USDcontent, forMENA
3.2 billion kids,
award-winning studios, world-class facilities and experienced bilingual such as content.
original Iftah ya Whether
SimSim, it’s
from conceptualisation
a film, TV show, or app,to our
sound and campus gives
creative such
regionasgaming
Iftah yaindustry,
SimSim, atfrom conceptualisation
the Capital to soundEnter
for Content Creators. and
crew. Set the scene with Abu Dhabi’s blockbuster locations, and get a editing,
you accessrighttohere on our
the A-Z collaborative
of media, campus. You
with award-winning too can
studios, world-class facilities editing,
the game right here
faster onlevel
and our up
collaborative campus.
with ease with You too
our simple can
3-step
piece of the action with ADFC’s epic 30% production rebate*. Now let’s roll. join
and over 470 partners
experienced crew. and make
Set the thewith
stage most
Abuof Dhabi’s
our state-of-the-
stunning locations, and join over
set-up 470 partners
process. and make
Our creative campusthe is
most of our
geared up state-of-the-
with all the best
art
callfacilities
the shotsandwithmultilingual
ADFC’s 30% freelance base.
production Now let’s
rebate*. Now create.
let’s put on a show. art facilities
local andfacilities
talent and multilingual
you’llfreelance base.Now
need to score. Nowlet’s
let’splay.
create.
Make it at Make
Make ititatat Make
Make ititatat
twofour54.com twofour54.com
twofour54.com twofour54.com
twofour54.com
Taghreedat
We made
these
little
Testimonial guys
speak
Arabic
Taghreedat is the talk of the town, having translated and created the
Arabic voiceovers for the Minions movie, while taking full advantage
of our creative campus. You too can join over 470 partners and
make your next hit with our state-of-the-art facilities and multilingual
freelance base that speaks your language. Now let’s talk.
Make it at
twofour54.com
Social Media
posts
How we
get likes
Social media is a great way to connect with our
tech-savvy audience. But because it is such a busy
medium, to make an impact we need to be clever, 9:41 AM
Photo
100%
2454abudhabi
Click-list
Production Spotlight Production Spotlight
End frame
Do’s Use a light and subtle radial gradient on the background (and not the
foreground). Opacity can vary depending on each post, between 25%-80%
The degree symbol should preferably appear on the top right corner for
posts in English, and on the top left corner for Arabic posts (placement can
vary depending on the image). Green is the preferred colour. If visibility is
a problem however, we can use a white degree symbol. The degree symbol
should be in solid colours without transparency
Lorem
ipsum
dolor sit
amet
Do not use confusing Do not use shots that Do not use shots that
and blurred shots are irrelevant and don’t crop the subject
tell a story
Images and For videos, add a solid text box with rounded edges at the bottom left side
videos sourced
of the frame. This disappears after a few seconds
Use purple for “Partner Spotlight” and green for “Production Spotlight” Use
from partners
a purple texy box for “Partner Spotlight” and green for “Production Spotlight”
and productions
شركاؤنا في سطور
إنتاجاتنا في سطور Production Spotlight
Partner Spotlight شركاؤنا في سطور
Production Spotlight
Do’s
Do not add any other text on this content
For images, add a solid strip at the bottom of the frame with “Partner Do not add an end frame, or the degree icon
Spotlight” or “Production Spotlight” (in Arabic and English), when showcasing
Do not repost partner images or videos. Instead get the content from them
partner work or productions
and post it under the “partner spotlight” and “production spotlight” banner)
Use a purple strip for “Partner Spotlight” and green for “Production Spotlight”
Ask partners and productions to share images with limited or no text on top
of the image, in the 1:1 format
Partner Spotlight إنتاجاتنا في سطور Production Spotlight شركاؤنا في سطور Production Spotlight شركاؤنا في سطور