MUP Corporate identity - Brand Strategy

MUP
Corporate Identity
Version v1.0
May 2012

MUP Corporate Identity

Why a strong brand is important

MUP The Brand

Medical Union Pharmaceutical is driven by a clear purpose:
Our Symbol consists of four
"HealthCare Rises" rounded corners set in a
Living our Purpose means that across the MUP organization, we are unified in our approach and

tablet shape box to suggest
collaborative in our efforts to make a difference in the lives of the people we touch. This effort
applies to everything we do — from our scientific methodology, to our manufacturing processes, to
the tone, look, and feel of
our communications.

This document was developed to help us work together to build consistent, branded communications
that collectively build MUP's reputation in the communities we serve. Using these guidelines will
protection, caring & ongoing
enable us to create materials that speak to specific audiences while maintaining one, unified voice.

Together, we can contribute to MUP’s reputation as a land-mark in local and international healthcare
market. success by sun rises on the
health care market.

General | Professionals | Designers June 2012 3


How to use this document

Important!

These guidelines introduce our new logo across
a wide range of touchpoints…
1. Understand our goals
The strategy and messaging section provides key information regarding
However, not all of our departments are the strategy, messaging, and architecture that organize and drive us as
launching the new identity at the same time. a company.

So please check before you touch the new logo! 2. Learn our visual tools
The visual identity section starts with our masterbrand and then extends
into the remaining parts of our brand architecture. Everyone should
Please don’t use the new logo until your senior understand the overarching visual system as well as the specific part that
applies to your division, business unit, program, etc.
management team has approved using it.
3. Identify what is needed
We know it’s tempting to start using the new The visual tools and applications in these guidelines are designed for
a range of user types. First, select the application you are creating
logo straight away, but it sends out a powerful, and then identify the corresponding user level that is required for that
important new message about our company application type. The user groups are outlined on the next page.
– and that’s a change that we must handle
with care.

Thank you for your patience!

5


User groups

Refer to the bottom lift hand corner of There are three main groups of users who will use these
.the page for your group designation
guidelines. Based upon the following criteria, determine
to which group you belong. Then observe those rules that
apply:

General
General users make use of predesigned templates; however, for
those interested, the information included here is an excellent aid to
understanding the principles at work in MUP communications pieces.

Professionals
Communications professionals work within MUP to develop
General | Professionals | Designers communication pieces for the company on a daily basis. These
samples provide guidance for creating variety while staying on-brand.

Designers
Design agencies partner with MUP via a structured creative
process to develop materials. Agencies provide expert design
application skills, strategic advice, and broad conceptual abilities.
They will find this information to be an excellent starting point for
the development process.

General | Professionals | Designers 7


Agenda
3.4.3. Imagery: cropping
1. Brand Strategy
3.4.4. Imagery overview
1.1. What is Brand architecture
3.4.5. Imagery don’ts
1.2. Masterbrand strategy
3.4.6. Color/Image Balance
1.3. Brand Personality
3.5. Typography
2. Brand Footprint
3.5.1. The MUP primary typeface
2.1. Brand Strategic Foundation
3.5.2. Display typeface
2.2. Brand Strategic Elements
3.5.3. Display typeface don’ts
3. Visual Guideline
3.5.4. System typeface
Welcome to version 1 of our 3.1. The logotype
3.1.1. The MUP logo
guidelines, which introduce you to our 3.1.2. Our Symbol
3.1.3. Logo colors: preferred
new logo. We've added specialized 3.1.4. Logo colors: alternate
sections (about communications, 3.1.5.
3.1.6.
Logo formats: on-screen
Logo: clear space
packing and online), so the guidelines 3.1.7. Logo: scaling and minimum size
3.1.8. Logo: on backgrounds
are comprehensive. 3.1.9. Logo don’ts
This guidelines are constantly growing 3.1.10. Logo overview
3.2. The Tagline
and moving on. As we develop new 3.2.1. The MUP tagline
3.2.2. MUP logo-tagline: lock-up configurations
sections and review old ones. 3.2.3. MUP logo-tagline: color versions
3.2.4. MUP logo-tagline: clear space
3.2.5. MUP logo-tagline: scaling and minimum size
3.2.6. MUP logo-tagline overview
3.2.7. The MUP brand architecture structure
3.3. Color palette
3.3.1. The MUP colors
3.3.2. Use of tints for information graphics
3.3.3. Color principle 1: use colors sparingly
3.3.4. Color principle 2: use colors purposefully
3.3.5. Color principle 3: use colors for pacing
3.4. Imagery
3.4.1. Imagery: subject matter and style
3.4.2. Imagery: depth of field


PART : I

1. Brand Strategy

11

MUP Corporate Identity | 1. Brand Strategy


Brand architecture helps define an organization by rationalizing how The benefits of a defined brand architecture
• Create clarity
businesses and products are communicated—it is not an organizational
• Drive long-term shareholder value
• Establish MUP as a leader in healthcare
strategy. An architecture strategy is essential in communicating our • Generate cost savings
• Support market-focused branding
breadth and depth of offerings, as well as clarifying the relationship • Reinforce the vision of “One MUP”

between various entities. It defines the relationships of tangible assets:
It should help customers find exactly what they are looking for.
Through a clear set of rules and an accompanying signature system,
we can protect and promote the equity of the MUP identity.

Graphic
Trademarks Names Taglines
identities

13



MUP enforces a masterbrand strategy to build the MUP brand. The chart
illustrates the cyclical nature of the pharmaceutical business and that, Masterbrand
over time, the only constant is the MUP brand. Product brands have
significant life spans, and MUP brand helps to take the product forward.

Therefore, all elements need to work together to enhance the value of
the MUP masterbrand. This strategy will benefit the organization overall
as the brand value will extend to all supported elements in the long run.

The following pages explain the relationships among the entities within
MUP. Functions, divisions, programs, and products all help tell the MUP
story and have clearly defined relationships to the MUP brand.

15


Caring and Curing

The MUP brand personality is
the basis for the MUP Brand,
defining its content as well as
the direction of its visual, written
and verbal communication. The
diagram at right depicts the
personality, and it described in
detail on the following pages.




The Patient Brand Essence
Patients are at the center of our The MUP brand essence is comprised
work; they are the reason for of the actions we perform to serve
what we do. our brand focus. Caring

Caring
We care about and feel empathy
for patients and are committed
The Patient to answering unmet health needs
around the globe.

Curing
We provide medicines that make a Curing
difference; we cure diseases, ease
suffering and improve quality of life.




C
or Th

e
Core Brand Themes

e em

iv
B

t
Our core brand themes support, strengthen and enable the MUP brand

va
ra es

no
nd
essence. They direct the broader content for all MUP communication.

In
Innovative
We seek to constantly innovate in the way we discover and develop successful
new medicines, in the way we market and deliver those medicines to the
patients that need them, and in the way we drive new standards for the
industry.

Responsible
We operate in an ethical manner, offer transparency, abide by regulatory
and legal requirements, and deliver quality products. We also choose to
help patients and communities through our corporate social responsibility
initiatives and affordable prices.

Performance

e

Pe
bl
Financial success ensures our ability to care and to cure. Delivering

r
si

fo
on

rm
sustainable positive return and value fuels our innovation, increases our

p

an
es
ability to help patients, and allows us to adequately reward our employees

ce
R
and shareholders.


PART : II

2. Brand Foot-Print

23

MUP Corporate Identity | 2. Brand Foot-Print

The Foot-Print
MUP Foot-Print

What a Brand Footprint does
Brand Strategic Brand St rategic
Creates a brand equity “portrait” that is easily understood by marketers
and communicators.
Foundation Elements

Articulates the brand space occupied by major competitors in consumer’s Brand Value Product
mind. Responsibility Package
Brand Positioning Trademark
Provides a clear sense of brand direction Brand Personality




Medical Union Pharmaceuticals Company (MUP) is a local Pharmaceutical
manufacturing facility which offer a wide range of product lines both as
its own Specialties and as Licensed Products (in addition to products
for Tender and Export) Covering over 30 therapeutic groups.


MUP Corporate Identity | 2. Brand Foot-Print | 2.1. Brand Strategic Foundation

Brand Value

To our customers
We devote ourselves to improve the quality of life by providing products
with high quality & affordable prices.

To our employees,
we strive to help them share in the success that they make possible; to
create with them a safe, exciting and inclusive work environment .

To our shareholders
We work to create value for them, achieve sufficient profit to finance
our company growth, and provide the resources we need to achieve our
corporate objectives.

To the world
We live up to our responsibility to society by being an economic, intellectual
and social asset to each country and community in which we do business.


1 2

Responsibility
Human Health The Marketplace

MUP organization not only responsible for all touch point between the
company and healthcare market, it is also responsible for matching
the investors and shareholders needs

3 4
5
Our Company Our
and Colleagues
Shareholders

5
Responsibilities Our Community
and the Public

31


Brand Positioning
Modern
The OPB Matrix TM
OPB Brands Matrix to identify each brand in the market positioning and
perception.

OPB Brands Matrix helps to allocate our brand position.

modern style for

Consumer

Technical
new generation
Modern regarding fonts and
soft colores

company focus
Consumer

Technical
companies more
on technical
into consumer
and challenging
products and OTCs
conditions

Old school Classic
design to relects
its heritage and Classic
reputation
OPB Matrix TM


Brand Positioning
Pills Care

Health Safety
KeyWords Mind Mapping
Keywords are important in Mind Mapping. Mind mapping will help you Tablet
choosing the right tone on voice to rach you consumer in the right way. happiness
Credibility
Sky Blue Strength
Untraditional
Cyan Era
different
new
Pills Care
innovative Medical
Hope
Health Safety active
Tablet
happiness clean
Credibility
futurestic
Sky Blue Strength Modern Peace
Histo
Cyan Era
new
Medical
Hope Simple
energy Vision
MUP positioned as
life
futurestic
Peace research a medical / credible
History Confidace
energy Vision
brand which will
future
life research
continuous challange
reflect in all brand
challange future
challange Sleek challange communications
R&D
R&D



Brand Personality
ts quality
The trust in MUP produc
in his
and efficiency reflected
you the
When you visualize MUP brand as a person, you will see a professional middle voice as the way he told
u the
age doctor trying to help you and looking for a solutions in confidence and his advise and giving yo
nce hand.
formal way. medication with confide


2. Brand Foot-Print
2.2 Brand Strategic Elements

39



General Marketing Strategy

MUP established as a company of choice for national and transnational
market, That’s why we Offer wide range of product categories to cover
every market needs.

The leadership position will be achieved by building the brand equity
(heritage) on a comprehensive lines of pharmaceuticals include:

- Cardiovascular
- Immunology
- Internal medicine
- Pediatric
- OTC’s
- Dermatology
- Gynecology
- Hepatogastro


MUP Corporate Identity | 2. Brand Foot-Print | 2.2 Brand Strategic Elements

Product

For every challenge, We have the cure

MUP always facing the challenges with high quality products and specialized
treatment to match all target segments. MUP products already had a very
creadable herateteg e among the compatitors, this heratage reflected on
MUP brand with good and powerful image.

All products will match this
perceptions within all current and
new products in our materials and
communciations



Package

MUP source of heritage

MUP Packs Heritage comes from the specially designed branding elements
with classic formal designs with its healthcare rises tablet shape MUP icon
and colors.

Packaging is essential to complete brand identity and unify company image
toward customers and consumers.

MUP Packs face-lifting process will take place in three main phases:

New Packaging
Introduction Mega Branding
campaign

Update selected products in each Introduce big brands Celebrating new Identity
line to be introduced to the market with the new packs .. through one month campaign to
«small products not to effect mega campaigning announce the new MUP packs .
brands market share»



Trade Mark

Let’s
break it
down
Our trade mark will be within our main three logo elements

1. The tablet shape icon with the curved box

2. The Colors
- Orange colors represent the rise of the health care
- The Petroleum green color represent the healthcare market with
new and modern dimension.

3. The branding elements.



Colors

The compaination betwen the
powerful red color and energatic
yellow color represent our orange
color.

In another hand the compination
between safety green and health
blue will represent our petrolum
blue color

- Orange colors represent the rise
of the health care
- The Petroleum green color
represent the healthcare market
SunRise Petrolum
with new and modern dimension.
Orange Blue
Pent.# 326 U
Pent.# 129 U


PART : III

3. Visual Guideline
3.1. The logotype
3.2. The Tagline
3.3. Color palette
3.4. Imagery
3.5. Typography

51

MUP Corporate Identity | 3. Visual Guideline | 3.1 The Logotype

3.1.1. Our Symbol

Visual Symbol

Our Symbol consists of four MUP Visual Symbol
The MUP visual symbol is the
cornerstone of our visual identity. It
consists of the wordmark and the
symbol, and is the basis for all other

rounded corners set in a tablet
signatures in our identity system.

The symbol represents our four
rounded corners: patients, providers,
communities, and staff. It also

shape box to suggest protection, evokes our multiple specialties
and strengths interacting to
create a compassionate, effective
organization. The sans-serif

caring & ongoing success. typeface of the wordmark elegantly
expresses the essence of the brand.

The signature makes a distinctive
statement wherever it is used Symbol Wordmark
in order to ensure that all of our
communications convey the
full integrity and authority of
our organization.

Please remember that the signature
is not to be altered, added to, or
recreated under any circumstances.



3.1.2. Golden Ratio

Definition logo Construction
(term) - The Golden Ratio is a term
(with an astounding number of
aliases, including Golden Section
and Golden Mean) used to describe
aesthetically pleasing proportioning
within a piece. However, it is not X X X X X
merely a term — it is an actual ratio.

The easiest way to picture the Golden
Ratio is by looking at a rectangle

x
with a width of 1, and a length of
1.168... . If you were to draw a line in
this plane so that one square and
one rectangle resulted, the square›s
sides would have the ratio of 1:1. And
the "leftover" rectangle? It would

x
be exactly proportionate to the
original rectangle: 1:1.618. You could
draw another line in this smaller
rectangle, again leaving a square and
a rectangle whose proportions were
1:1.618. You can keep doing this until
you're left with an indecipherable
blob; the ratio continues on in a
downward pattern regardless.
The Golden Ration
Rectangles and squares are the most
clear example, but the Golden Ratio
can be applied to any number of



3.1.2. Golden Ratio

triangles, pyramids, prisms, and polygons. It's just a question of applying the correct math. Some artists
(term) - The Golden Ratio is a term MUP Golden Ratio are very good at this, while others are not.
(with an astounding number of aliases,
including Golden Section and Golden An unknown genius figured out millennia ago that, in a work of art or architecture, if one maintained
Mean) used to describe aesthetically a ratio of small elements to larger elements that was the same as the ratio of larger elements to the
pleasing proportioning within a piece. whole, the end result was extraordinarily pleasing to the eye. It worked when the Ancient Egyptians
However, it is not merely a term — it is built their pyramids, it has worked in sacred geometry throughout history, and it continues to work
an actual ratio. today.

The easiest way to picture the Golden
Ratio is by looking at a rectangle Golden
with a width of 1, and a length of Ratio
1.168... . If you were to draw a line in
this plane so that one square and
one rectangle resulted, the square›s
sides would have the ratio of 1:1. And
the "leftover" rectangle? It would be
exactly proportionate to the original
rectangle: 1:1.618. You could draw Golden Ratio Golden
another line in this smaller rectangle,
Ratio
again leaving a square and a rectangle
whose proportions were 1:1.618. You
can keep doing this until you're left
with an indecipherable blob; the ratio
continues on in a downward pattern
regardless.
Golden Ratio
Rectangles and squares are the most
clear example, but the Golden Ratio
can be applied to any number of
geometric forms including circles,



3.1.3. Logo colors: preferred

Preferred logos
We have seven (7) logo versions, so
be sure to use the proper logo for the
right application.

Use the 2-color positive logo
whenever possible. Use
the preferred CMYK positive logo 2-color (positive) CMYK (positive)
when only CMYK printing is available. Use this version for premium print Use this version when only CMYK
applications. printing is available.
These versions of the logo are The 2-color (positive) logo consists of
provided as scalable vector artwork Sun Rise Orange and Petroleum Blue.
(EPS).
Please note: The 2-color file is built
EPS format allows high-quality print with overprinting gradients. It is
reproduction. EPS files can be scaled recommended to use the AI file in
to any size without sacrificing image Adobe® Creative Suite® version 3 and
quality. You may use these files in later for the best appearance on-
page layout and graphics programs screen, in composite printing and in
for print projects. PDF files. Using the EPS file and/or
other software may cause the logo to
Additionally, EPS format files may Please note that the letters of the appear incorrect, although the logo
also be used to create files in any of logo are transparent. They should will color separate correctly.
the other image formats at exactly reveal the background on which
the sizes required. the logo is placed while maintaining
legibility.



3.1.4. Logo colors: alternate

1-color alternate logos
Use these logos when 2-color and
CMYK logos cannot be used. They
are designed to provide legibility for
specific application types.

These versions of the logo are
provided as scalable vector artwork
1-color Gray White
(EPS).
Use this version when the application Use this version when the application
Please note that the letters of the requires a 1-color or simplified mark requires a simplified mark in white
EPS format allows high-quality print
logo are transparent. They should (e.g., stationery, premium items, small and the background is too dark to
reproduction. EPS files can be scaled
reveal the background on which sizes, silkscreen, etc.). The logo prints allow use of the preferred mark or the
to any size without sacrificing image
the logo is placed while maintaining in Gray ( Black 7 C ). 1-color alternate version (e.g., reverse
quality. You may use these files in
legibility. applications, premium items, small
page layout and graphics programs
sizes, silkscreen, etc.).
for print projects. Additionally, EPS
format files may also be used to
create files in any of the other image
formats at exactly the sizes required.

Black
Use this version when the application
requires a simplified mark in black
(e.g., fax sheet, premium items, small
sizes, silkscreen, etc.).



3.1.5. Logo colors: on-screen

On-screen logos
These versions are used for all They can be scaled down in size, but
desktop and on-screen applications. they are never scaled to larger sizes.
Additionally, use PNG files when
RGB logo files are provided in JPG transparent backgrounds are required,
and PNG file formats in 2" sizes. such as websites and when placing the
These versions are also provided logo on a background that is not white.
as scalable vector artwork (EPS).
Additionally, EPS format files may Please note that the letters of the logo
also be used to create files in any of are transparent in EPS and PNG files. RGB (positive) RGB (reverse)
the other image formats at exactly They should reveal This is the preferred version for Use this version when the application
the sizes required. the background on which the logo is internet, video, TV, email signatures, requires a simplified mark in white
placed while Microsoft applications, etc. and the background is too dark to
Use JPG format logos for maintaining legibility. allow use of the preferred mark.
PowerPoint® presentations, Microsoft® Please note: The 2-color file is built
Word® documents, and other office with overprinting gradients. It is
applications. You may use JPG files recommended to use the AI file in
for printing on low-resolution printers Adobe® Creative Suite® version 3 and
such as laser or ink-jet printers. JPG later for the best appearance on-
format logos are never used for high screen, in composite printing and in
resolution printing, and they are PDF files. Using the EPS file and/or
never scaled to larger sizes. other software may cause the logo to
appear incorrect, although the logo
Use PNG format logos for higher- will color separate correctly.
quality laser print reproduction
(Microsoft® Word® and PowerPoint®),
screen and web applications where a
higher quality logo may be needed.



3.1.6. Logo colors: clear space

Always surround the MUP logo with

Keep
the amount of clear space shown
to ensure that the logo is easily
identifiable as well as visible and
legible wherever it appears.

Clear space is the minimum
“breathing room” maintained around

it
our logo. It also defines the minimum
distance between the logo and the
edge of a printed piece. The clear
space around our logo is equal to the
height of the 'M' letter in our logo.
Do not position any text, graphic

clean
elements, or other visual marks inside
the recommended clear space.

Please note that this distance may
sometimes be adjusted for select
online or exterior signage applications
where space is limited.

65


3.1.7. Logo colors: scaling & minimum size

Scaling the MUP logo Minimum size
EPS logo files may be scaled to any Minimum size refers to the smallest 1-color signatures with minimum width of 2cm Signatures with minimum width of 2.5cm
size necessary for the application, allowable logo size. The logo is
as long as the minimum size available in one size that can be
requirements are met. For most scaled down to a minimum size of 1
applications, the logo will be sized at cm high for the preferred logo. The
heights of more than 1 cm. 1-color alternate logos can be scaled
down to a minimum size of 0.75 cm
high. Always maintain the logo’s
aspect ratio when scaling.

2cm 3cm 2.5cm 3cm

1-color signatures with maximum width of 1cm Signatures with maximum width of 1.5cm

Size matters
1cm 0.75cm
1.5cm 1cm



3.1.8. Logo colors: on backgrounds

On images
On backgrounds
Place the logo on backgrounds
that provide good contrast and
legibility to ensure that it is clearly
recognizable.

Please note that the space inside the
or textured
backgrounds
logo are transparent. They should
reveal the background on which
the logo is placed while maintaining
legibility.



3.1.9. Logo don'ts

Ensure that our logo is clearly
recognizable by using it properly, and DO NOT change the logo’s DO NOT change the logo’s DO NOT add drop shadows DO NOT outline the logo.
do not alter it in any circumstances. color. proportion. or other effects to the logo.
Consider the logo version and the
background it is placed on to provide
the best legibility. The examples show
various uses to avoid.

Please note that the space inside the
logo are transparent. They should Advil Caplets
reveal the background on which
the logo is placed while maintaining
DO NOT rotate the logo. DO NOT lock up product DO NOT place the logo on a DO NOT remove the MUP
legibility.
identifiers or product complicated background or wordmark from the logo.
descriptions with the logo. a background that reduces
its legibility.

DO NOT use the preferred DO NOT crop the logo. DO NOT apply color or DO NOT use the logo in a
logo on a dark background. knock out the empty space holding box or other shape.
inside the logo.



3.1.10. Logo overview

Preferred logo marks for print Alternate flat marks for print Screen
Use the preferred 2-color version of the logo whenever possible. Use the 1-color Use the 1-color Use the 1-color Use the RGB version of the artwork on screen and in digital
gray version when black version when white version for all applications.
Use the preferred 4-color version of the logo when only CMYK printing is available.
a simplified mark the 2-color gray reverse background
Do not use color logos for reverse background printing. is required for version cannot printing.
premium items, be used.
silkscreen, etc.

Preferred 2-color Composed of Preferred 2-color Composed of Cyan, Alternate 2-color gray Alternate 1-color black Alternate 1-color white Primary RGB/Screen Primary RGB/Screen
Sunrise Orange and for CMYK Magenta, Yellow and
Petroleum Blue Black

File nomenclature Clear space Minimum size

MUP_cmyk_ pos.eps
Identifier color Back- Format
ground 2.5cm 2cm

2c black .eps vector file for print The preferred The alternate
cmyk white pos .jpg RGB for screen logo can be logo can be
.png RGB for screen scaled down to a scaled down to a
1c rgb rev The clear space around our logo is equal to the full height minimum minimum
of the "M" letter of MUP wordmark. width of 2.5cm width of 2cm


Corporate Identity | 3. Visual Branding | 3.2. The Tagline

3.2.1. The MUP Tagline

The MUP tagline is a concise statement of our company’s purpose.
When it is locked up with the MUP logo it communicates our key
reason for being in a clear, direct, and engaging manner.

Healthcare Rîses



3.2.2. MUP logo-tagline: lock-up configurations

Logo tagline lock-up
Use the lock-ups when applying
the tagline to corporate marketing
communications.

This is the preferred lock-up for most
applications. The logo is followed by
the tagline, and the tagline is placed
under the logo at the same width of
the logo. Place the "H" word of the
tagline at a distance of “M” from the
lowest edge of the logo.

Healthcare Rîses



3.2.3. MUP logo-tagline: color versions

Using the proper lock-up for an
application is key. We have four (4)
lock-up color versions. Use the
version that provides the best
contrast and legibility for your
application.
Preferred two-color (Sunrise Orange 1-color gray logo with 1-color orange
Please note that the space inside the & Petroleum Blue) logo with 1-color tagline.
shape of the logo are transparent. tagline CMYK orange.
It should reveal the background
on which the logo is placed while
maintaining legibility.

Black logo with black tagline. White logo with white tagline.



3.2.4. MUP logo-tagline: clear space

Clear space is the minimum
“breathing room” maintained around
the lock-up. It is kept free of graphics,
text, and other marks. It also defines
the minimum distance between the
lock-up and the edge of a printed
piece.

The clear space around our logo-
tagline lock-up is equal to the height
of the "M" letter of the wordmark of
the logo.

Please note that this distance may
sometimes be adjusted for select
online or exterior signage applications
where space is limited.



3.2.5. MUP logo-tagline: scaling and minimum
size

Scaling the lock-up
The EPS MUP logo-tagline lock-
up files may be scaled to any size
necessary for the application. Do
not scale the logo or tagline
separately. Always maintain the lock-
up’s aspect ratio when scaling.

Minimum size
Maintain a consistent aspect ratio when scaling
Minimum size refers to the smallest
allowable lock-up size. The lock-up
is available in one size that can be
scaled down to a minimum size of
0.3125» high for the lock-up with
the preferred logo. The lock-up with
1-color alternate logo can be scaled
down to a minimum size of 0.25»
high. Always maintain the lock-up’s
aspect ratio when scaling.

3 cm 2.5 cm

Minimum size for Minimum size for
preferred logo 1-color logo with
with tagline tagline



3.2.6. MUP logo-tagline overview

Preferred logo marks for print Alternate flat marks for print Screen
Use the preferred 2-color version of the logo whenever possible. Use the 1-color Use the 1-color Use the 1-color Use the RGB version of the artwork on screen and in digital
gray version when black version when white version for all applications.
Use the preferred 4-color version of the logo when only CMYK printing is available.
a simplified mark the 1-color gray reverse background
Do not use color logos for reverse background printing. is required for version cannot printing.
premium items, be used.
silkscreen, etc.

Preferred 2-color Composed of Preferred 2-color Composed of Cyan, Alternate 2-color gray Alternate 1-color black Alternate 1-color white Primary RGB/Screen Primary RGB/Screen
Sunrise Orange and for CMYK Magenta, Yellow and
Petroleum Blue Black

File nomenclature Clear space Minimum size

MUPtag_cmyk_ pos.eps
Identifier color Back- Format
ground

2c black .eps vector file for print 3 cm 2.5 cm
cmyk white pos .jpg RGB for screen
.png RGB for screen Minimum size for Minimum size for
1c rgb rev The clear space around our logo is equal to the full height preferred logo 1-color logo with
of the "M" letter of MUP wordmark. with tagline tagline


Corporate Identity | 3. Visual Branding | 3.3. Color Palette

3.3.1. The MUP colors

Primary color palette

Pantone DS 22-2 Pantone DS 255-2 Pantone Black 7 Black White
The color palette is made up of the
CMYK 0 35 85 0 CMYK 80 0 40 10 CMYK 66 59 56 65 CMYK 0 0 0 100 CMYK 0 0 0 0
Sunrise Orange and Petroleum Blue
RGB 249 178 51 RGB 0 160 156 RGB 55 53 52 RGB 0 0 0 RGB 255 255 255
and supportive neutral colors (black,
gray, and white). The secondary color HEX #f9b233 HEX #00a09c HEX #373534 HEX #000000 HEX #ffffff
palette consists of a complementary
set of bright colors that convey
boldness and optimism.

The colors represented on this page
Secondary color palette
have not been evaluated by Pantone,
Inc and may not match the Pantone
system. Consult a Pantone Color
Formula Guide for reference. Cyan Magenta Pantone DS 239-5 Pantone DS 294-1 Pantone DS 73-1

The
HEX #009fe3 HEX #e6007e HEX #85cee4 HEX #95c11f HEX #e30613

supporting Pantone DS 274-1 Pantone DS 56-1 Yellow Pantone DS 172-1 Pantone DS 86-6

cast
HEX #009640 HEX #ea5b0c HEX #ffed00 HEX #702283 HEX #f3997b

87


3.3.2. Use of tints for information graphics

Primary color palette

Pantone DS 22-2 Pantone DS 255-2 Pantone Black 7
Only use tints of colors when Specific screens (i.e., 75%, 50%, and
100% 100% 100%
treating information graphics, 25%) of each color are designed
otherwise use the color at 100%. to add visual depth and flexibility 75% 75% 75%
Visual representations of data are and to convey additional levels of 50% 50% 50%
conveyed more clearly and are better information hierarchy. 25% 25% 25%
understood when color is properly
used. Using pairs of colors that have
adequate contrast will make the
design of information graphics more
Secondary color palette
effective.

Cyan Magenta Pantone DS 239-5 Pantone DS 294-1 Pantone DS 73-1

Please...
100% 100% 100% 100% 100%
75% 75% 75% 75% 75%
50% 50% 50% 50% 50%

Don’t use any other colours 25% 25% 25% 25% 25%

Don’t create tints (unless specified in this section)
Don’t use only the secondary colour palette Pantone DS 274-1 Pantone DS 56-1 Yellow Pantone DS 172-1 Pantone DS 86-6
Don’t use supporting colours as main brand colours 100% 100% 100% 100% 100%
75% 75% 75% 75% 75%
50% 50% 50% 50% 50%

25% 25% 25% 25% 25%



3.3.3. Color principle 1:
Use colors sparingly

Use 1–3 secondary colors
at a time
In addition to neutral colors
(black, gray, or white), use only
1–3 secondary colors. This helps to
keep the content from looking too
complex and cluttered.



Use colors purposefully

Highlight important
information
Color can help to create emphasis,
clarify hierarchy, and organize
information on a layout.



Use colors for pacing

Create a rhythm
Use color to create a rhythm and
to signal places for the eye to rest
when designing pieces that span
across multiple pages. Do not repeat
the same color approach on every
spread. This will help to keep the
content engaging.


Corporate Identity | 3. Visual Branding | 3.4. Imagery

3.4.1. Imagery: subject matter and style

Subject matter
• Real life (not staged, posed, or fictional)
• Optimistic and warm (or neutral)
• Singular concept/subject per image
• Advancing progress/positive change

Style
• Natural lighting (no extensive photo-retouching)
• Bright tonal range
• Clear/Sharp focus on subject matter
• Clean, simple areas of “white space”



3.4.2. Imagery: depth of field

Depth of field Foreground imagery Midground imagery Background imagery
When selecting images for an application, • Macro view of clearly focused subject matter • Midrange view of clearly focused subject matter • Broad view of a non-detailed environment
consider the various typographic and • Able to carry the story with or without the PDot • Able to carry the story with or without the PDot • Serves as a contextual backdrop, allowing the
graphic components that will coexist with typeface or dotted illustrations typeface or dotted illustrations dotted illustrations or the PDot typeface to carry
the image. • Use to support headline or copy • Use to support headline or copy the story
• Use as a contextual backdrop



3.4.3. Imagery: cropping

Crop appropriately
A communications piece will have more
impact when an image is appropriately
scaled and cropped.

Colourful Original Cropping Final image should

moods
Start with an appropriate foreground, Select an area that is an appropriate • Focus on a single subject
midground, or background image. size for your document. • Be free of clutter (distracting shapes)
• Provide ample clear space for typography
and graphic elements

Original Cropped Original Cropped Original Cropped



3.4.4. Imagery overview

Subject Matter Style Scale Cropping
• Real life (not staged, posed, or fictional) • Natural lighting (no extensive photo-retouching) • Foreground • Focus on a single subject
• Optimistic and warm (or neutral) • Bright tonal range • Midground • Be free of clutter (distracting shapes)
• Singular concept/subject per image • Clear/Sharp focus on subject matter • Background • Provide ample clear space for dotted
• Advancing progress/positive change • Clean, simple areas of “white space” illustration or PDot typeface



3.4.5. Imagery dont's

DO NOT use dark imagery. DO NOT use stylized (posed) imagery. DO NOT distort imagery.

DO NOT use depressing or graphic imagery. DO NOT use imagery with aimagery.
oversaturated busy background.


Corporate Identity | 3. Visual Branding | 3.5. Typography
Gotham Thin
3.5.1. The MUP primary typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.
When to use
Gotham Book
MUP’s primary typeface is Gotham.
Modern, flexible, easy to read, open,
Use Gotham for all MUP printed
communications where possible. Use
ABCDEFGHIJKLMNOPQRSTUVWXYZ
and accessible, Gotham is uniquely
suited for a wide range of visual
Gotham in rendered form for online
and electronic applications. When
communications. Multiple levels of use of Gotham is not possible, use 0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.
typographic hierarchy are defined the recommended system typeface
both for impact and clarity of (see page X). The weights shown for
our communications. Gotham are approved for use.
Gotham medium Italic
0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.
A typeface that Gotham Bold
differentiates ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.

Gotham light
0123456789 ±!@£$€%^&*( )_+”:;|<>?/,.


3.5.2. Display Typeface

Gotham Rounded is
Considerate and adaptable
Gotham Thin
a display typeface.
Always knock out the
It’s available in four weights which gives
us plenty of scope for variety:
• Light – Gotham Lt
Gotham Thin Italic
• Regular – Gotham Rg
Gotham Book
typeface to white.
• Bold – Gotham Rg Bold
• ExtraBold – Gotham ExB

We’ve given you some examples of how
Gotham Book Italic
you can use the typeface in the next
few pages. Gotham Medium
Start now
Gotham Medium Italic
Please start using our new typeface in
all communications from now on. There
will be a global rollout programme Gotham Bold
ABCDEFGHIJKLMNOPQRS
for screen fonts, digital use and retail
signage.
Gotham Bold Italic TUVWXYZabcdefghijklmno
pqrstuvwxyz !@#$%^&*()_+
{}[]|?.,;’



3.5.1. The MUP primary typeface

Arabic typeface GE SS Two - Light
Use GE SS two for all MUP arabic ‫أبتثجحخدذرزسشصضطظعغفقكل‬
printed communications where
possible. Use GE SS two in rendered
‫م ن هـ و ي‬
form for online and electronic
applications.
.,/?><|;:”+_) (*&^%€$£@!± 0123456789
GE SS Two - Bold
‫أبتثجحخدذرزسشصضطظعغفق‬
‫ك ل م ن هـ و ي‬
.,/?><|;:”+_) (*&^%€$£@!± 0123456789

‫الخط المميز داللة‬
‫علي التميز‬

111


3.5.3. Display Typeface dont's

Donec euismod nisi sed
urna sagittis ultricies

Gotham Gotham

DO NOT use the display font in a DO NOT color the display font. DO NOT crop the display font.
multi-line headline. Always use it as a knockout to
white.

Integer non neque sem.
Quisquepretium sodales nulla,
vitae aliquetlorem accumsan

Gotham
sed. Phasellus libero nisi,

Gotham Gotham
ornare sed faucibus vel,
luctus id eros. eleifend
commodo. Praesent venenatis
lorem vel lectus pharetra
tempor. Nulla viverra dapibus.

DO NOT use the diaplay font in all DO NOT distort the display font. DO NOT use the display font in DO NOT use the display font on a
caps. body copy. busy background.



3.5.4. System typeface

MUP’s system typeface is Arial. Only
When to use
Situations where Gotham cannot be
Arial Regular
Arial Italic
use it when Gotham is not available. used include but are not restricted
to: Microsoft PowerPoint, Microsoft
Word documents, or HTML content
on web applications.

Arial Bold
Arial Bold Italic

In the digital world


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