1. Brand Identity Guidelines

2. Contents
Section 1.0
Brand Strategy
Brand Promise 1.1
Brand Values 1.2
Brand Voice 1.3
Section 2.0
Basic Logo Usage
Primary Logo Usage 2.1
Logo Misuses 2.2
Section 3.0
Visual Identity Elements
Logo 3.1
Color Palette 3.2
Image Palette 3.3
Graphic Element - Graphic Device 3.4
Graphic Element - Internal Com. 3.5
Corporate Fonts - Primary 3.6
Corporate Fonts - Secondary 3.7
Section 4.0
Corporate Communications
Letterhead 4.1
Business Card 4.2
Envelope - A4 4.3
Envelope - DL 4.4
CD Label - CD Jacket 4.5
Jacket Folder 4.6
Medical Insurance Cards 4.7
Motor Insurance Cards 4.8
Claim Folder 4.9
Company Profile 4.10
PowerPoint Template 4.11
Section 5.0
Applications
Unipole 5.1
Megacom 5.2
Mupi 5.3
A4 Press Ad - Horizontal 5.4
A4 Press Ad - Vertical 5.5
Insurance Policy Brochure 5.6
Insurance Policy Icons 5.7
Proposal Form 5.8
Signage Spacing 5.9
Signage - Glass 5.10
Signage - Metal 5.11
Signage - Wood 5.12
Website 5.13

3. 1.0 Brand Strategy
The Solidarity Takaful brand strategy serves as a
discipline for the way the organization thinks, acts,
and communicates. By adhering to this central guiding
principle, Solidarity Takaful can create a clear, consistent
and compelling impression with its audiences at every
touch point.

4. Brand Promise
1.1 Brand Strategy
Solidarity Takaful Brand Identity Guidelines | Brand Strategy
Insuring Innovative Takaful Products &
Practices
A promise is a defining statement that clearly articulates
what Solidarity Takaful stands for, how Solidarity Takaful is
unique, and howSolidarityTakafulcreatesvalue for a diverse
audience of stakeholders. The promise is the fundamental
strategic underpinning of the Solidarity Takaful brand,
guiding future communications and behaviours across every
point of contact.

5. Brand Values
1.2 Brand Strategy
Passion
At Solidarity, we are passionate about our customers and
our products, We show enthusiasm, pride, and dedication
in everything that we do. We are committed to delivering
and insuring superior products and practices and thereby
delivering superior value to our shareholders
Innovation
Our products and customer service affect people’s lives
and so we identify peoples unmet needs by producing
innovative and lasting insurance products that will help
our customers feel that they are in safe hands. We will bring
all of our experience to practice because we acknowledge
the uniqueness of every customer and the importance of
their health.
Respect
We believe in the infinite worth of people and we honor our
relationships and promises to those who let us become
part of their lives. We will always strive to take care of
people’s most important asset; their health.
Values are principles that govern how people behave and make
decisions. They represent fundamental beliefs that are shared by people
in the organisation.
Solidarity Takaful Brand Identity Guidelines | Brand Strategy

6. Brand Voice
1.3 Brand Strategy
Voice defines the distinctive way an organisation speaks to its
constituents.Thevoiceprovidescriteriaagainstwhichallcommunications
must be measured.
Trustworthy
We provide our customers with solid promises and we
always give them a proof that we give them the best
Accessible
Easy to approach, enter and speak with. We listen to our
consumers and interact with them to answer their needs.
Humanitarian
Active and peaceful. We understand our customers needs
and care for there welfares. It is all revealed through our
ethical practices.
Solidarity Takaful Brand Identity Guidelines | Brand Strategy

7. 2.0 Basic Logo Usage

8. Primary Logo Usage
2.1 Basic Logo Usage
Clearspace On Black
Minimum SizeBlack And White
Colors
Grayscale
Above are the guidelines for Solidarity Takaful primary logo. Apply these
standards on all applications unless expressly approved by Solidarity
Takaful brand management.
Note: Limited-use logo configurations are specified in this document and
should only be applied in special situations, such as certain premiums,
signage, and select digital applications.
Solidarity Takaful Brand Identity Guidelines | Basic Logo Usage

9. Logo Misuses
2.2 Basic Logo Usage
Do not rearrange the logo elements Do not rearrange the logo elements Do not resize the logo elements
Do not use wordmark alone Do not rotate or flip the symbol Do not use symbol alone
Do not alter the logos colours Do not recreate the logo with another typeface Do not modify the bilinguality order of the typeface
Retain the integrity of the logo at all times, regarding color, typography,
background usage, the graphic form, proportion, and relative position of
the elements.
Never alter the approved logo artwork.
The preferred color background for the logo is white. If certain situations
call for the logo to appear over a photograph or illustration, you must take
special care to ensure visibility of the logo.
The best solution is to avoid using complicated photographs as
backgrounds. However if an image is necessary, then use the clearest
part or retouch the area where the mark resides will help you achieve
legibility.
Solidarity Takaful Brand Identity Guidelines | Basic Logo Usage

10. 3.0 Visual Identity Elements

11. Logo
3.1 Visual Identity Element
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

12. Color Palette
3.2 Visual Identity Element
The color palette is comprised of Solidarity Takaful Purple and Yellow.
Color Palette
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

13. Image Palette
3.3 Visual Identity Element
Photography
Solidarity Takaful is about positivity and optimism, so
the phototgraphy style should reflect positivity, warmth,
optimism and happiness.
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

14. Icons Palette
Follow the above attributes of the Sribble Effect to create the icons of
the insurance policy covers by adding them to a vector shape on Adobe
Illustrator.
Adobe Illustrator - Scribble Effect Attributes
3.4 Visual Identity Element
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

15. Graphic Element - Graphic Device
3.4 Visual Identity Element
Graphic Element
The word Takaful that can be found in the symbol of the logo
should be used as a graphic element when needed, using the
purple pantone color with up to 10% of transparency.
Usage
Should be put over the image used, with the possibility of
chosing a layer style [Overlay, Multiply etc.]
Vertical
Horizontal
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

16. Graphic Element - Internal Communication
3.5 Visual Identity Element
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

17. Corporate Fonts - Primary
Primary Fonts
3.6 Visual Identity Element
These fonts have been specified for visual brand consistency and
legibility across Arabic and English typesetting.
Headlines
GE Thameen - DemiBold
‫م‬ ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫اب‬
‫لص‬ ‫فة‬ ‫مي‬ ‫مل‬ ‫قف‬ ‫يب‬ ‫مو‬ ‫بر‬ ‫الب‬ ‫ي‬ ‫و‬ ‫ه‬ ‫ن‬
0123456789
Gill Sans MT - Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Body Copy
GE Thameen - Book
‫ن‬ ‫م‬ ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫اب‬
‫لص‬ ‫فة‬ ‫مي‬ ‫مل‬ ‫قف‬ ‫يب‬ ‫مو‬ ‫بر‬ ‫الب‬ ‫ي‬ ‫و‬ ‫ه‬
0123456789
Gill Sans MT - Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

18. Corporate Fonts - Secondary
Secondary Fonts
3.7 Visual Identity Element
These fonts have been specified for visual brand consistency and
legibility across Arabic and English typesetting.
Stationary
GE Dinar Two - Light
‫م‬ ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫اب‬
‫لص‬ ‫فة‬ ‫يم‬ ‫لم‬ ‫قف‬ ‫يب‬ ‫مو‬ ‫بر‬ ‫الب‬ ‫ي‬ ‫و‬ ‫ه‬ ‫ن‬
0123456789
GE Dinar Two - Medium
‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫اب‬
‫لص‬ ‫فة‬ ‫يم‬ ‫لم‬ ‫قف‬ ‫يب‬ ‫مو‬ ‫بر‬ ‫الب‬ ‫ي‬ ‫و‬ ‫ه‬ ‫ن‬ ‫م‬
0123456789
Web Site / Toll Free
Gill Sans MT - Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Solidarity Takaful Brand Identity Guidelines | Visual Identity Elements

19. 4.0 Corporate Communications

20. Letterhead
4.1 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

21. Business Card
4.2 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

22. Envelope - A4
4.3 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

23. Envelope - DL
4.4 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

24. CD Label - CD Jacket
4.5 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

25. Jacket Folder
4.6 Corporate Communications
Inside Outside
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

26. Medical Insurance Cards
4.7 Corporate Communications
Gold Silver Bronze Green
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

27. Motor Insurance Card
4.8 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

28. Claim Folder
4.9 Corporate Communications
Recto Side Verso Side
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

29. Colors
Images should be overlayered with the purple color of
Solidarity Takaful and the watermark.
Company Profile
4.10 Corporate Communications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

30. PowerPoint Template
Headline Page Inside Page
4.11 Corporate Communications
Solidarity Takaful Brand Identity Guidelines | Corporate Communications

31. 5.0 Applications

32. Unipole
5.1 Applications
Solidarity Takaful Brand Identity Guidelines | Applications

33. Megacom
5.2 Applications
Solidarity Takaful Brand Identity Guidelines | Applications

34. Mupi
5.3 Applications
Solidarity Takaful Brand Identity Guidelines | Applications

35. A4 Press Ad - Horizontal
5.4 Applications
Solidarity Takaful Brand Identity Guidelines | Applications

36. A4 Press Ad - Vertical
5.5 Applications
Solidarity Takaful Brand Identity Guidelines | Applications

37. Insurance Policy Brochure
5.6 Applications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position for both
languages.
Cover Inside
Solidarity Takaful Brand Identity Guidelines | Applications

38. Proposal Form
5.8 Applications
Follow the above grid and typographic specifications closely when
creating stationery templates and production files.
It is critical to adhere to the typographic specifications, including type
sizes, weights, line spacing, paragraph spacing, and color.
To ensure brand consistency, the logo remains in a fixed position.
Solidarity Takaful Brand Identity Guidelines | Applications

39. Signage Spacing
5.9 Applications
The above signage specifications are general guidelines for logo scale
and positioning only.
As signage applications need to be addressed on a case-by-casebasis,
further exploration is necessary to refine and finalise specifications
for fabrication and installation. The process for implementing signage
should include:
- Materials selection, engineering, testing, and prototyping
- Lighting selection and testing
- Fabrication, delivery, and installation
Solidarity Takaful Brand Identity Guidelines | Applications

40. Signage - Glass
5.10 Applications
The above signage specifications are general guidelines for logo scale
and positioning only.
As signage applications need to be addressed on a case-by-casebasis,
further exploration is necessary to refine and finalise specifications
for fabrication and installation. The process for implementing signage
should include:
- Materials selection, engineering, testing, and prototyping
- Lighting selection and testing
- Fabrication, delivery, and installation
Solidarity Takaful Brand Identity Guidelines | Applications

41. Signage - Metal
5.11 Applications
The above signage specifications are general guidelines for logo scale
and positioning only.
As signage applications need to be addressed on a case-by-casebasis,
further exploration is necessary to refine and finalise specifications
for fabrication and installation. The process for implementing signage
should include:
- Materials selection, engineering, testing, and prototyping
- Lighting selection and testing
- Fabrication, delivery, and installation
Solidarity Takaful Brand Identity Guidelines | Applications

42. Signage - Wood
5.12 Applications
The above signage specifications are general guidelines for logo scale
and positioning only.
As signage applications need to be addressed on a case-by-casebasis,
further exploration is necessary to refine and finalise specifications
for fabrication and installation. The process for implementing signage
should include:
- Materials selection, engineering, testing, and prototyping
- Lighting selection and testing
- Fabrication, delivery, and installation
Solidarity Takaful Brand Identity Guidelines | Applications

43. Website
5.13 Applications
The above homepage specifications are general guidelines for design
look and feel only.
As websites are to be addressed as a separate, comprehensive digital
design exercise, further exploration is necessary to refine and finalise
specifications for implementing and launching SolidarityTakaful website.
The process for implementing the websites should include:
- Site map development
- Wireframe and architecture development
- Content generation
- Image creation, sourcing and acquisition
- Design refinement
- Coding and beta testing
- Final refinement
- Launch
Solidarity Takaful Brand Identity Guidelines | Applications