2. Welcome to SFC Plus. When
implementing our brand in any medium of
communication, it is necessary to observe
these guidelines to ensure coherency and
consistency across all touch points.
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
Introduction
3. 3
SFC BRAND GUIDELINES VERSION 1.0 October 2014
01 BRAND PlaTFORM
1.1 Brand Platform 05
05 Background
5.1 Background Elements 24
02 Brandmark
2.1 Master Logo 07
2.2 Full Color 08
2.3 Spot Color 09
2.4 Web Color 10
2.5 Two Color 11
2.6 Single Color 12
2.7 Greyscale 13
2.8 Black & White 14
2.9 Colored Backgrounds 15
2.10 Clear Space 16
2.11 Misuses 17
03 TYPOGRAPHY
3.1 English 19
3.2 Arabic 20
04 Color
4.1 Primary Color Palette 22
Table of contents
i Introduction 02
ii Table of Contents 03
06 APPLICATIONS
6.1 Stationaries 26
6.2 Powerpoint Template 27
6.3 Email Signature 28
6.4 Packaging 29
6.5 External Signage 30
6.6 Traymat 31
6.7 Poster 32
6.8 Menu 33
6.9 Menu Board 34
6.10 Vehicle Branding 35
5. In a market populated with brands that
all look the same, SFC Plus believes in
breaking away from the ordinary. While the
rest follow the norm, we pull out from the
crowd to set our own standards. Through
every element that makes up the SFC Plus
brand, from our products to our services to
our communication to our design, we offer
something that’s different.
Daringly Different.
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
BRAND PLATFORM
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
This is the SFC Plus brandmark.
The brandmark is a fundamental
representation of the brand’s identity and
it must never be altered in any way.
This master logo is the primary and
preferred format of the brandmark and
must be used wherever possible.
Master Logo
English Brandmark
Arabic Brandmark
8. 8
SFC BRAND GUIDELINES VERSION 1.0 October 2014
This is the 4-color CMYK alternative for
the SFC Plus brandmark. These color
formats must be used in the event when
the Pantone colors are not accesible for
use.
Full color
English Brandmark
Arabic Brandmark
M - 20
Y - 90
M - 100
Y - 100
K - 100
9. 9
SFC BRAND GUIDELINES VERSION 1.0 October 2014
The SFC Plus brandmark uses Pantone
123C, Pantone 485C and Pantone Black.
spot color
English Brandmark
Arabic Brandmark
Pantone
123C
Pantone
485C
Black
10. 10
SFC BRAND GUIDELINES VERSION 1.0 October 2014
When using the SFC Plus brandmark for
online/on-screen media applications,
these color formats must be used. We
have provided values for RGB as well
as HTML color formats. Please adhere
to these values and formats to keep
the brand’s identity consistent with
applications in other media.
web color
English Brandmark
Arabic Brandmark
R - 253
G - 200
B - 47
HTML
D52B1E
HTML
D52B1E
HTML
231F20
R - 213
G - 43
B - 30
R - 35
G - 31
B - 32
11. 11
SFC BRAND GUIDELINES VERSION 1.0 October 2014
In exceptional circumstances where
printing techniques, media or budget
restrict the usage of the full-color SFC Plus
brandmark, this two-color version can be
used. Here, we retain the SFC Plus Red
and Black. The colors for the brandmark
must be used only as shown here and they
cannot be replaced or redesignated ever.
This brandmark version must be used
sparingly and only where absolutely
necessary.
two ColoR
English Brandmark
Arabic Brandmark
Pantone
485C
Black
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
This layout shows variations of the SFC
Plus brandmark with only one color. Here,
we retain only the SFC Plus Red. This
single-color version must used only as
shown here and cannot be alternated for
any other color.
This version of the brandmark must be
used only in special circumstances where
restrictions in media do not allow the full
or two color variations.
SINGLE ColoR
English Brandmark
Pantone
485C
English Brandmark
Arabic Brandmark
13. 13
SFC BRAND GUIDELINES VERSION 1.0 October 2014
This layout shows variations of the
brandmark in greyscale when other
options are not possible.
This version of the brandmark must
be used sparingly and only in special
circumstances where no other variation is
possible.
GREYSCALE
English Brandmark
Arabic Brandmark
14. 14
SFC BRAND GUIDELINES VERSION 1.0 October 2014
This layout shows variations of the SFC
Plus brandmark in only black and white
colors.
This version of the brandmark must
be used sparingly and only in special
circumstances where no other variation is
possible.
Black & White
English Brandmark
Arabic Brandmark
15. 15
SFC BRAND GUIDELINES VERSION 1.0 October 2014
colored backgrounds
The SFC Plus brandmark provides
versatility to be placed on several
backgrounds. However, white, red,
yellow, black and grey are the preferred
background colors for use.
The SFC brandmark should never be
placed on a disturbing background. Care
should be taken to make sure that it does
not interfere with the image. Always place
the logo in a clear area of the image
devoid of any subject matter.
16. 16
SFC BRAND GUIDELINES VERSION 1.0 October 2014
2X
xx
x x
2X
xx
x x
The brandmark is surrounded by an area
of mandatory clearspace. For SFC Plus,
the designated clearspace is determined
by the half the height of the brandmark.
This space should be kept clear of all
other graphic elements and typography
to maintain clarity and prominence for the
mark on all applications.
Shown here is a diagram of how the
clearspace has been created. This area
is a minimum and should be increased
wherever possible. The clearspace has
been built into the master artworks and
should be adhered to at all times. Using
smaller sizes for each will compromise the
readability of the brandmark.
The brandmark should be prominently
visible on all applications. To make sure
it is clear, legible and identifiable the
size of thr brandmakrk must be kept at a
minimum of 30 mm.
minimum size 30 mm
30 mm 30 mm
CLEAR SPACE
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
For consistent and accurate reproduction
always ensure that the brandmark
guidelines are adhered to. The master
artwork files must be used in their original
format at all times. Below are a few
examples of what not to do.
MISUSES
Do not skew or distort the
brandmark.
Do not try to redraw or recreate the brand-
mark, only use the master artwork files
Do not place the brandmark on imagery of
insufficient contrast or cluttered areas.
Do not crop the brandmark.
Do not alter the colour of any of the
brandmark.
Do not scale the brandmark
disproportionately.
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
Similarly, these Arabic typefaces
are chosen to represent the same
characteristics of flexibility and boldness.
They also work in harmony with the
English typefaces chosen.
Primary Font
SFC Plus uses Nagham as its primary
Arabic font. The independent lettering in
tandem with smooth, confident strokes
speak aptly for the SFC Plus brand
identity.
The usage ambit of this font must be
limited to headlines or body copy not less
than 30-point size.
Secondary Font
PF DinText Arabic is the secondary
Arabic font for SFC Plus. It must used for
communication below 30-point size.
Arabic
يوهنملكقفغعظطضصشسزرذدخحجثتبا
)(*&^%$£@!~-=}{;/,.1234567890
يوهنملكقفغعظطضصشسزرذدخحجثتبا
)(*&^%$£@!~-=}{;/,.1234567890
يوهنملكقفغعظطضصشسزرذدخحجثتبا
)(*&^%$£@!~-=}{;/,.1234567890
Primary Font_ Nagham
Secondary Font_ PF DinText Arabic
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
SFC Plus is daringly different. And
that identity must be showcased in all
expressions of the brand.
Color is an integral part of the brand’s
identity. The Sunlight Yellow and Scarlet
Red manifest vibrancy and energy.
Laid together on Black, they make the
brand stand out amongst the market
competition.
Our three principal colors are found in
the SFC Plus Master Logo and are
displayed on the right. We have defined
the SFC Plus colors in various colour
formats with values beside each colour
swatch.
PRIMARY COLOR PALETTE
Pantone123C
Pantone485C
Black
Spot Color
Pantone 123C
Process Color
M - 20
Y - 90
RGB Color
R: 253 G: 200 B: 47
HTML
D52B1E
Spot Color
Pantone 485C
Process Color
M - 100
Y - 100
RGB Color
R: 213 G: 43 B: 30
HTML
D52B1E
Spot Color
Black
Process Color
K - 100
RGB Color
R: 35 G: 31 B: 32
HTML
231F20
24. 24
SFC BRAND GUIDELINES VERSION 1.0 October 2014
When using the SFC Plus brandmark
please use the any of the background
elements provided here.
These background elements can be
chosen as per the creative expression
or media availability in that specific
circumstance. Make sure to only use the
full-color Master Logo on the Texture or
Pattern background elements.
When using other Logo alternatives
ensure that the bacground color is
not more prominent than the SFC Plus
brandmark.
BACKGROUND ELEMENTS
TEXTURE
Wood
Pantone 123C
Slate
Pantone 485C
Food Illustrations
Black White
COLOR
PATTERN
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SFC BRAND GUIDELINES VERSION 1.0 October 2014
STATIONARIES
P.O.Box 01234, Dubai, UAE
T 009714 123 4567
F 009714 123 4567
www.sfcgroup.com
June 30, 2014
Trenz Puca
4321 First Street
Anytown, State ZIP
Dear Trenz,
Lorem ipsum dolor sit amet, ligula suspendisse nulla pretium, rhoncus tempor fermentum, enim integer
ad vestibulum volutpat. Nisl rhoncus turpis est, vel elit, congue wisi enim nunc ultricies sit, magna
tincidunt. Maecenas aliquam maecenas ligula nostra, accumsan taciti. Sociis mauris in integer, a dolor
netus non dui aliquet, sagittis felis sodales, dolor sociis mauris, vel eu libero cras. Faucibus at. Arcu
habitasse elementum est, ipsum purus pede porttitor class.
Ac dolor ac adipiscing amet bibendum nullam, lacus molestie ut libero nec, diam et, pharetra sodales,
feugiat ullamcorper id tempor id vitae. Mauris pretium aliquet, lectus tincidunt. Porttitor mollis
imperdiet libero senectus pulvinar. Etiam molestie mauris ligula laoreet, vehicula eleifend. Repellat orci
erat et, sem cum, ultricies sollicitudin amet eleifend dolor.
Consectetuer arcu ipsum ornare pellentesque vehicula, in vehicula diam, ornare magna erat felis wisi a
risus. Justo fermentum id. Malesuada eleifend, tortor molestie, a a vel et. Mauris at suspendisse, neque
aliquam faucibus adipiscing, vivamus in. Wisi mattis leo suscipit nec amet, nisl fermentum tempor ac a,
augue in eleifend in venenatis, cras sit id in vestibulum felis in, sed ligula.
Sincerely yours,
Urna Semper
BUSINESS CARDS
ENVELOPE
LETTERHEAD
P.O.Box 01234, Dubai, UAE
T 009714 123 4567 F 009714 123 4567
E mail@sfcgroup.com www.sfcgroup.com
P.O.Box 01234, Dubai, UAE
T 009714 123 4567 F 009714 123 4567
www.sfcgroup.com
M 009715 0123 4567
E omar@sfcgroup.com
Managing Director
Ahmed
BADGE
27. 27
SFC BRAND GUIDELINES VERSION 1.0 October 2014
POWERPOINT TEMPLATE
HOT PEPPO
NEW
Presenting the SFC Plus Classic Beef Burger,
stacked with juicy beef patties, the choicest
vegetables, flavour-dripping sauces and soft,
fresh buns.
Pure indulgence in every bite.
Presenting the SFC Plus
Classic Beef Burger,
stacked with juicy beef patties,
the choicest vegetables,
flavour-dripping sauces and
soft, fresh buns.
Pure indulgence in every bite.
Pans amsu hams ium impe
nonseque pa deriorio tem
HOT PEPPO
32. 32
SFC BRAND GUIDELINES VERSION 1.0 October 2014
POSTER
Presenting the SFC Plus
Classic Beef Burger, stacked
with juicy beef patties, the
choicest vegetables,
flavour-dripping sauces and
soft, fresh buns. Pure
indulgence in every bite.
There’s More than Meats the Eye
HOTPEPPO
NEW
