Emaar Brand Guidelines
Brand values, mission, vision, logo usage, fonts, colour palette and co-branding guidelines.
01. Brand Mission & Vision
Brand Mission & Vision
- Our mission is to deliver exceptional value to our residents, investors, visitors, shareholders, and the economy by crafting innovative, future-proof lifestyle offerings.
- Brand Mission
- Our vision is to be the world’s most trusted and valuable company, enriching lives with exceptional products and services, powered by talented people.
- Brand Vision
- Our commitment is to create lasting value through exceptional talent, positively impacting lives in the UAE and globally.
- Brand Promise
- We are viewed as a strong, trusted brand, consistently contributing to the nation’s success and reinforcing the country’s vision.
- Brand Personality
02. Brand Values
Brand Values
- Customer First. Customers are at the heart of everything we do. We take pride in fulfilling our promises and deeply value the trust our clients place in us, consistently delivering exceptional products, services, and experiences.
- Fast Paced. In today’s dynamic market, speed is essential. We combine our determination, expertise, and passion to deliver rapid, high-quality solutions for our customers. Thriving in an ever-evolving environment, we adapt and evolve quickly to stay ahead.
- Ownership Mindset. No detail is too small, no challenge is too big and no ambition is too great. We drive efficiency and effectiveness across all aspects of our business, positioning us for future growth and sustained competitiveness.
- Talent & Tenacity. Our people are our greatest asset and heroes. We are visionary thinkers who dream big, act swiftly, and tackle challenges with high energy, positivity, and resilience.
- Adaptability. We stay ahead of the curve, constantly disrupting the status quo and challenging conventional norms. By pushing ourselves and embracing the unexpected, we push boundaries, innovate, and create products and services that shape the future.
03. The Logo
The Logo (Wordmark)
The wordmark logo is the cornerstone of our brand identity, embodying our commitment to quality. It is the most visible and recognizable representation of Emaar’s brand, and it plays a key role in uniting our communications across all platforms—print, online, and property signages.
The Logo
English Logo
The wordmark in English is a bespoke typeface that has been meticulously crafted for Emaar’s brand. It merges modernity with tradition, ensuring strong visual appeal and brand recognition.
The Logo
Arabic Logo
The Arabic wordmark is a bespoke typeface designed specifically for Emaar’s brand, balancing contemporary style with cultural heritage.
The Emaar corporate logo is our most important asset and should always be applied correctly. Do not alter or modify the wordmark in any way.
The Logo
Logo Clear Zone
The clear zone is the space around the logo which should always remain clear, from any other graphic or typographic elements.
This zone is defined by the height of the ‘E’ in the English logo or the ‘Aleph’ in the Arabic logo, and the overall height of the brandmark.
Where possible, the clear zone should be increased to allow the logo to stand out within the composition.
The Logo
EMAAR Wordmark in Translation
When promoting Emaar outside of the UAE, different lock ups of the wordmark should be used in each market. Each lock up is custom-made to ensure legibility and should not be altered or modified in any way.
Co-branding with partnership
Social Media Accounts and Profile Picture
Using the Emaar logo, name or destination is strictly prohibited for social media accounts (For example, "Emaar_Arabian_Ranches" or destination "Azalea_in_Arabian_Ranches").
Partnership brands are not permitted to use the Emaar logo or destination logo as their social media profile picture.
Fonts
English Fonts
The primary Emaar Corporate English typeface is Optima, which is reserved exclusively for headlines within advertising applications.
Fonts
Arabic Fonts
The secondary Emaar Corporate Arabic typeface is GE SS, which is used for subheadings and body copy only.
Fonts
Web safe fonts (English)
If the secondary Emaar Corporate English typeface (Adobe Garamond Pro) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Georgia Regular.
Fonts
Web safe fonts (Arabic)
If the secondary Emaar Corporate Arabic typeface (GE SS) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Arial Regular.
Colours
Colours Palette (Print / Digital)
The Emaar colour palette consists of four core colours used varyingly across various print and digital presence.
Co-branding
CO-Branding Lock-Up (Longer Version)
In any partnership, it’s essential that Emaar’s logo maintains its prominence while ensuring the partner brand’s logo is proportionally balanced.
If the width of the partnered brands logo is significantly smaller when compared to the Emaar’s logo, it should be optimised by using the height of Emaar’s logo, and vice-versa.
Co-branding
CO-Branding Lock-Up (Vertical Version)
When Emaar collaborates with another brand, the collaborate brand logo has to be the same width of Emaar Logo on vertical lock up. On the horizontal lock up version, the collaborate brand logo has to be the same height of Emaar logo.
For some of the brand logo that vertically higher, it should be proportionally balanced with the Emaar Logo as shown in here.
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