We want the Mumtalakat brand to be known and recognized worldwide for building a better working world — for our people, our clients and our communities. We will achieve this by enabling our people to provide high quality professional services, and take on the global and local issues that we believe will make the world work better.
Our identity is the means by which we are recognized and understood. These guidelines will introduce you
to the Mumtalakat brand, helping you to get to
know the brand assets and how to use them correctly and consistently.
They give clear direction on our fixed and flexible assets, which have been designed to provide inspiration to produce great communications for
all our audiences.
Table of contents
1.0 Our Strategy
Our brand positioning expresses our promise to customers. It expresses the core idea of 'care and imagination’ in a clear, consistent, and aligned way.
Internally, it is our commitment to continually strive for growth and to deliver brilliant ideas through outstanding performance.
Our Purpose
Invested and involved to inspire growth by acting, thinking and operating with care and imagination.
Our Principles
Anticipatory. Decisive. Collaborative.
Our Promise
Matching investment performance
with ambition.
Our Personality
Inquisitive. Real. Wordly.
2.0 Our Key Visual Assets
Our assets have been designed to work in combination with each other in various ways to cater for multiple scenarios. Each asset has its own role, and all have principles, nuances, incorrect use and exceptions.
Our visual identity consists of defined assets that each express various characteristics of our brand personality,
as well as coming together to create a distinctive brand identity for Mumtalakat.
Used simply and thoughtfully, they help us communicate quickly and consistently across our numerous channels.
2.1 Logotype
Our logo is the primary way in which our various different audiences recognize our brand. The simple and modern logotype carries confidence and trust.
Clearspace
These principles show the minimum clear space around the logotype. Always ensure enough space around the logotype is respected.
Minimum size
Our logos have minimum sizes to maintain legibility.
For collateral where Arabic is required, we use a dual language descriptor that complements the Mumtalakat logotype.
The descriptor is an independant asset and the relationship between the descriptor and the logotype is flexible. This flexibility enables you to maintain the legibility of the descriptor across different touch points.
The descriptor to logotype ratio should be based on the width of the Mumtalakat logotype and be related to any of the vertical ascenders within the Mumtalakat word; please see below schematic for clarification.
Please note that the dual language descriptor is for limited use only and to be used for specific documents where Arabic is a legal requirement.
Miminim size
Colour versions
Colour versions
2.2 Tagline
2.3 Favicon
At small sizes the Mumtalakat M can be used as a symbol on its own. Use the clear space rules to position the logo inside the holding shape. The logo shouldn’t be used below its minimum size except when used as a favicon.
2.4 Graphic property
Much like our logo, our graphic property is an integral component of our brand.
The property is inspired from the Mumtalakat logotype and is referred to as the Line and can be used with ease and flexibility across the visual system.
Below are a few examples that further elaborate on the usage of the graphic device on its own and in photography.
The Mumtalakat graphic device can be used on its own to create a visual device or in photography to highlight, connect, or punctuate a headline.
The usage of the line within the visual system should be free and intuitive, and should also remain simple and distinct.
It can also be used to divide headlines or bring attention to the position of the headlines within the page.
Please see below a few examples of what to do and not to do.
Do use the line in a simple and elegant manner to enhace the headline
Do not use the line as a shape or box or in a way that it insinuates a division or substraction
Do use the line in a simple and elegant manner to enhace the headline
Do not overuse the line and avoid repeating it. Keep it as a single line to enhance headlines.
Do use the line in a simple and elegant manner to enhace the headline
Do not use the line as a shape or box or in a way that it insinuates a division or substraction
2.5 Typography
Typography is a vital part of how we as a brand present ourself to the world. It is our words, ideas and beliefs — what we say — given life and personality.
Typography exists to help us tell the stories we want to tell as clearly and as succinctly as possible. It helps us communicate with
the world around us.
We communicate with clarity and poise
and this is why PT Sans Pro, a versatile typeface with a modern and sophisticated edge, has been chosen as our primary font for headlines. It reflects Mumtalakat's ability to speak intelligently and with sincerity.
Primary Typeface
PT Sans is our primary Latin typeface and Frutiger is our primary Arabic typeface. For both we use the Light and the Bold versions.
PT Sans Pro should be used as the main font
for all prominent communications. It is a comprehensive type family intended for a wide range of applications providing enhanced legibility across print & digital.
Subsequently, Frutiger Arabic should be the primary font used across all prominent Arabic communications. It is a textual font and has its roots in the orginal Kufic style bringing about what Linotype calls "humanist Kufi". It is extremely clear and highly legible at a distance or at small text sizes.
Secondary Typeface
PT Serif Pro Caption is our secondary Latin typeface and HSN Shahid is the complementing Arabic typeface.
For the Latin we use the Regular and the Italic. For the Arabic we use both the Light and the Bold. PT Serif Pro Caption can be used in literrature and supporting to add variety.
It should be used to help create distinction in copy and direct the flow and legibility of the copy.
HSN Shahid can also be used in a similar manner for all Arabic communications.
Licensing
A licence is required to use these typefaces. Please contact the Brand Development Team or refer to the information below:
PT Serif Caption and PT Sans Pro are Adobe licensed fonts.
Please use the link below for further information on usage rights and licensing :
https://helpx.adobe.com/fonts/user-guide.html/fonts/using/font-licensing.ug.html
Frutiger Arabic can be purchased from the link below:
https://www.linotype.com/1563456/frutiger-arabic-family.html
HSN Shahid can be downloaded from the link below:
https://arbfonts.com/hsn-shahd-bold-font-download.html
2.6 Colour Palette
Primary colour palette
Our primary colour palette is one of our our most discerning brand tools. The monochromatic hues are beautifully accentuated by a rich and warm bronze. This metallic touch accentuates the understated elegance of the brand whilst adding depth to the overall visual system. The bronze is used sparingly in order to maintain its fineness and importance.
Please note that the Mumtalakat Bronze (Pantone 10138) is a special metallic ink and can only be reproduced in print.
Secondary colour palette
We have extended the colour system to include a few additional colours that mirror the same sophistication as the primary colours. These should be used sparingly and to add interest and differentiation when needed.
Onyx Grey
Mumtalakat Bronze
Ivory White
Cassis
Dark Teal
Verberna
Sage
Light Gray
white
2.7 Photography
Photography can help convey our brand promise of matching performance with ambition. We use our imagery to inspire and dramatize our creative ideas and add emotional depth to our storytelling.
It is vital that you choose the best images
available that are of the highest quality to
ensure a long-lasting impact — of the highest quality — so that our communications have a positive and long-lasting impact.
The photography we use helps to set us apart
in our sector. We use thoughtful images with a premium feel to help illustrate complex ideas with originality.
Our primary principles
Our imagery should convey scale an have an aspirational quality to them. They should reflect
the role we play in the world by conveying our
areas of interest in a visually compelling way.
Allowing the warmer and bronze tones to come
through the photography helps to complement
the colour system.
When selecting imagery, consider the channels
where it will be seen. Make sure images seen on
small screens are simple and clear.
2.8 Tone of Voice
With the Mumtalakat voice, we are looking to establish
an instantly recognisable style. Representing the value
of what Mumtalakat does through words, with an
economy of language.
Inquisitive
We are smart and positive.
Engaging, clear and able to illuminate with ease.
is:
Curious.
Interested.
Smart.
is not:
Prying.
Intrusive.
Nosy.
Real
We are straightforward and sincere. Dealing with complex issues simply and elegantly.
is:
Genuine.
True.
Substantial.
is not:
Ordinary.
Regular.
Blunt.
Worldly
We are knowledgeable and experienced. Sharing best in class standards openly.
is:
Confident.
Shrewd.
Astute.
is not:
Superior.
Extravagant.
Arrogant.
2.9 Data Visualisation
Infographics help to clearly illustrate and organize information in a meaningful and accessible way.
The examples below show the different ways these infographics can be used to highlight and effectively express different information.
3.0 Our brand in action
Our visual identity consists of defined assets that each express various characteristics of our brand personality, as well as coming together to create a distinctive brand identity for Mumtalakat.
