Ashghal Branding Guide

Ashghal Brand Guidelines
Ashghal
Brand
Guidelines
Protecting + promoting
our brand
Introduction
Ashghal Brand Guidelines Introduction
Wherever it is referred to in this document, PANTONE

is a registered trademark of Pantone, Inc. The colours
shown throughout these guidelines are not intended
to match the PANTONE colour standards. Full PANTONE
specifications are given along with technical breakdowns
later in this document.
The majority of photography used in this document has

been specifically chosen as representative of the style
of photography that represents Ashghal in communications
and campaigns.They should not be reproduced or distributed
without permission from the Ashghal brand team
and purchase of image rights from GETTY images.
No further copyright is implied or claimed by Ashghal.
Table of Contents
Introduction 1.4 Typography 2.3 Digital

2.3.01 Button Hierarchy
What is a Brand? 1.4.01 Typeface English 2.3.02 Icons
Our Brand Vision 1.4.02 Typeface Arabic 2.3.03 Navigations
Our Brand Positioning 1.4.03 System Font English - Arial 2.3.04 Website Font Specifications
Our Brand Mission 1.4.04 System Font Arabic Arial 2.3.05 Website Specifications
Our Brand Essence 1.4.05 System Font English - Tahoma 2.3.06 Email Signature
Our Brand Story 1.4.06 System Font Arabic - Tahoma 2.3.07 PowerPoint Template
2.3.08 E-bulletin
1.5 Photography Style 2.3.09 Telephone screens
Section 1: Basic Elements 2.3.10 E-Greeting Card
1.5.01 Human Element 2.3.11 Screen savers
1.1 Ashghal Logo 1.5.02 Functional Element
1.1.01 Logo Inspiration 1.5.03 Historical Element 2.4 Signage
1.1.02 Our Logo
1.1.03 Ashghal Line Explanation 1.6 Tone of Voice 2.4.01 Contractors Project Signage
1.1.04 Logo Tagline 2.4.02 Tower Crane
1.1.05 Stand-along Tagline 2.4.03 Directional Signage - Project
1.1.06 Logo Line Variations Section 2: Brand Applications 2.4.04 Project Hoardings
1.1.07 Primary Positive Logo Corporate Level 2.4.05 Vehicle Branding
1.1.08 Primary Reversed Logo Corporate Level 2.1 Stationery 2.4.06 House Notice Stickers
1.1.09 Logo on Secondary Color Corporate Level 2.1.01 Business Cards
1.1.10 Identity Architecture 2.1.02 Letterhead 2.5 Collateral
1.1.11 Corporate Logo 2.1.03 Continuation Sheet
1.1.12 Business Segment Logo Buildings 2.1.04 Envelopes 2.5.01 Corporate Brochure
1.1.13 Business Segment Logo Roads 2.1.05 Memo Sheet 2.5.02 Annual Report
1.1.14 Business Segment Logo Drainage 2.1.06 Fax Sheet 2.5.03 Media Kit
1.1.15 Logo on Grid 2.1.07 A5 Notepad 2.5.04 Newsletter
1.1.16 Logo Clear Space 2.1.08 Compliments Card 2.5.05 Invitation Card
1.1.17 Logo Preferred Sizes 2.1.09 ID Card 2.5.06 Backdrop Banner
1.1.18 Logo Preferred Position 2.1.10 CD Covers & Stickers 2.5.07 Flyer
1.1.19 Logo Incorrect Usage 2.1.11 A4 Folder
1.1.20 Logo Incorrect Positioning 2.1.12 Engineering Drawings 2.6 Merchandising & Promotional items
1.1.21 Logo Line Incorrect Usage 2.1.13 Tissue Box
2.1.14 Recognition Certificate 2.6.01 Gift Items VIP
1.2 The Patterning Graphic Device 2.6.02 Gift Items General
2.2 Advertising 2.6.03 Gift Bags VIP
1.2.01 The Pattering 2.6.04 Gift Bags General
1.2.02 How to Use the Pattern? 2.2.01 Advertising Rules 2.6.05 Uniforms
1.2.03 Pattern Variations 2.2.02 Print Ad Grid System Half Page
2.2.03 Print Ad Corporate Half Page 2.7 3D Office Branding
1.3 The Colour Palette 2.2.04 Print Ad Business Segment Half Page
2.2.05 Print Ad Corporate Full Page 2.7.01 Exterior HQ
1.3.01 Ashghal Colors Inspiration 2.2.06 Print Ad Business Segment Full Page 2.7.02 Reception
1.3.02 Colour Palette Corporate Level 2.2.07 Tender Print Ads 2.7.03 Meeting Rooms
1.3.03 Business Segments Colour Palette Buildings 2.2.08 Recruitment Print Ads
1.3.04 Business Segments Colour Palette Roads 2.2.09 Rollups 2.8 Materials Specifications
1.3.05 Business Segments Colour Palette Drainage 2.2.10 Mupis
2.2.11 Flags

Introduction
This document explains Ashghals new corporate identity This document is for internal
and how it will be used in the future to present
and promote our company. and external use and it should
not be copied or distributed
We invite you to read it thoroughly as it will give you all
the guidance you need to create compelling, relevant and without the approval
consistent communications, through the use of our logo, of Ashghal PR and
typography, colour palette, graphic elements, photography
and tone of voice. Communication Department.
It is important that we stick closely to these guidelines.
That way, we can make sure that Ashghal has a clear, strong Everyone responsible for
and consistent visual language that is recognized both inside Ashghal's communications
and outside the organisation.
should use this guideline,
By consistently following these guidelines we ensure whether they are producing
our communications present a commonality of purpose
and our presence and messages will be easily recognised advertising, direct marketing,
by our target audiences and stakeholders. corporate publications, online
materials, social media or
internal documents... etc.
What Is A Brand?
A brand is clear statement of what makes

the organisation appealing, relevant and differentiated
for all its stakeholders (especially customers and employees).
Brand is the essence that drives and informs

the product and service offer, the visual identity, office
design, communications and employee behaviours
It is a mix of tangible and intangible attributes
It can be aspirational but must be believable
Brand is "emotion"
Brand is "asset value"
Brand is "identity"
Brand is the promise you make and what you will

be remembered for. It goes beyond logo, marketing
or promotion.
Brand is how all these elements are experienced

in the minds of your customers.
Brand is what makes you stand out; its what defines

you, differentiates you and positions you to your customers,
stakeholders and staff.
Our Brand Vision
Ashghal is an important contributor to Qatars ambition

to build a world-class country for future generations
to enjoy and prosper. What can be more inspiring and
aspirational than being charged with
building the future for a country?
Qatars vision sets out the need to create an advanced

country, with sustainable development and leveraging
the power of public/private partnerships. Ashghal will
be central to realising this part of the vision.
Ashghals responsibility is to deliver on the ambitions

and hopes of the nation to be a model society
for the future.
Our Brand Positioning
Ashghal is tasked with developing the infrastructure

the nation needs to realise its vision.
We are helping to build Qatars future, delivering and

managing world-class infrastructure projects on time and
on budget for the benefit of Qatar and its people, because
"Qatar Deserves The Best".
Our Brand Mission
By partnering with leading global organisations, we bring

best-practice systems and processes to Qatar, managing
the building of the countrys infrastructure and ensuring
that we create a long-term sustainable legacy of knowledge
transfer and on-going education.
We are doing more, together.

Our Brand Essence
Building Qatars future

together because
"Qatar Deserves The Best"
Our Brand Story
We are on a mission. To deliver Qatars enormously high

expectations for our countrys infrastructure development. .
Ground-breaking, game-changing infrastructure .

is the engine of our company and we retain our industry
leadership by being first to market with state-of-the

art, best practice systems and processes that deliver .
infrastructure solutions for Qatar.

Our industry is based on speed, attention to detail .
and the highest quality standards and we are building .
to capitalise on that, but the key to our success is always
to maintain a sense of balance. We use our expertise
to identify and solve problems and partner with world-class .
companies to deliver world-class infrastructure.
.
In the process, we add to our expertise and retain this .
knowledge to build a long-term sustainable legacy
for our country and its people. We uphold our quality .
standards while constantly testing and learning.
.2030
Being first is a privilege that we dont take lightly, and
we think just as much about how to develop purposeful . .
infrastructure into the world aligned with Qatars 2030
vision as how to responsibly dispose of them. And what
matters most is that we have created projects that are
not only best-in-class and amazingly designed, but useful
for our countrys growth. We are proud to help in building
Qatars future.
Section 1:
Basic Elements
1.1 Ashghal
Logo
Ashghal Brand Guideline
Guidelines Section 1 - Basic Elements - 1.1 Ashghal Logo
1.1.01
Logo Inspiration
Ashghal Brand Guidelines Section 1 - Basic Elements - 1.1 Ashghal Logo
1.1.02 Our Logo
Our logo is made up of a word marque in English

and Arabic and a symbol (a line).
These two elements together visually bring to life our

brand essence - Building Qatars future together because
"Qatar Deserves The Best".
This unique marque that has been developed for Ashghal

is grounded in heritage and tradition, The inspiration
for this came from Kufic calligraphy which, by its
nature is geometrical and balanced, reflecting Ashghals
activities which require precision and attention to detail
as represented by engineering blueprints. The symmetry
between the Arabic font, the line and the English font
has been designed to be exactly equal and equidistant
from each element.
Balancing the English and the Arabic with a strong line

creates an original marque that is a strong representation
of the new Ashghal.
1.1.03
Ashghal Line Explanation
Our identity encapsulates the pride in our past,

the activity of our present, as the potential of our future.
We are contributing to building Qatars future for the benefit
of Qatar and its people, because "Qatar Deserves The Best".
Within the identity, the bold line is the signifier

of our present as it literally and metaphorically separates our
past from our future. Ashghal is strong in tradition, while bold
and solid in strength, signalling unity through partnerships to
build the future for Qatar. Together.
Future
Present
Past
1.1.04
Logo Tagline
This is the official primary logo with tagline to be used in all

Ashghal applications, stationery, literature and advertising.
Bilingual English Arabic

For bilingual applications For English language applications For Arabic language applications
1.1.05
Stand-alone Tagline
The tagline can be detached from the logo and used Tagline as a primary message
as a headline or a primary message within an application.
It should be used as shown, do not use the tagline in any
other way than the options shown.
Never use the logo lockup with the tagline if the tagline
is part of the headline or the application's primary message.
Logo with bilingual tagline
Logo with mono language tagline

1.1.06
Logo Line Variations
The line can be extended horizontally depending

on the application. The minimum extension should
not be less than 1X square.
No other line variation should be used.
1X
That variant is just for special cases such as hoarding, CD.

1.1.07
Primary Positive Logo - Corporate Level
This is the official logo for Ashghal to be used in all Ashghal

applications, stationery, literature and advertising.
1.1.08
Primary Reversed Logo - Corporate Level

Logo can be reversed on any of the primary / secondary /

corporate / business segment colour palette.
1.1.09
Logo on Secondary Colour - Corporate Level

Logo can be reversed on any of the primary / secondary /

corporate / business segment colour palette.
1.1.10
Identity Architecture
Ashghal has 3 main business segments: Buildings, Roads,

Drainage.
We differentiate the different business segments of Ashghal

(Corporate)
by changing the focus of the colour palette to achieve
a slightly different look for each business segment.
This then helps to identify different areas of Ashghal while
maintaining brand power (through recognition of brand
colours). This gives us the flexibility to differentiate different
look and feel, targeting distinct customer groups without
adversely impacting brand policing and managment. Level 1
When developing applications, please adopt the following

percentage of colour balance. See over the following pages
for more examples of how the colour theory is applied.
Level 2
(Buildings) (Roads) (Drainage)

1.1.11
Corporate Logo
The colours or the corporate palette have been carefully

selected to convey Ashghals role as authoritative, trustworthy
and professional. Black signifies the gravitas and dignity of
our communications, while maroon recalls the pride of the
Qatari nation and the responsibility we bear in contributing to
the development of Qatar.
1.1.12
Business Segment Logo - Buildings
The green shades remind us that Ashghal is a considerate,

thoughtful organisation, whose building projects use
state-of-the-art green technology and adhere to the highest
industry standards for the benefit of those who will use them.
1.1.13
Business Segment Logo - Roads
Without roads, business could not flourish and society

could not go about its daily business. The bright orange
hue, recalling Qatars desert roots, communicates how
Ashghal is transforming the landscape into international
standard road networks and improving peoples lives by
facilitating movement.
1.1.14
Business Segment Logo - Drainage
The blue shades used to communicate this business

segment reminds us all of the key importance of water in
a desert landscape - sustaining life and providing fresh and
tranquil surroundings.
1.1.15
Logo on Grid
1.1.16
Logo Clear Space
It is important to keep the logo clear of any other graphic

elements. To ensure this, an exclusion zone or "clear
space" rule has been established to indicate the closest any
other graphic message can be positioned in relation to the
logo.
The clear space should be a minimum of 1X square size

taken from any corner of the logo, 1X being diagonally as a
square measurement unit, proportionate to the logo usage,
as shown here.
Clear Space Clear Space

for the logo with tagline for the logo without tagline
1X 1X 1X 1X
1X 1X
1X 1X
1.1.17
Logo Preferred Sizes
Recomended sizes for standard paper formats

are shown here.
On exceptionally large or small applications, the logo

should be sized to fit as appropriate.
The logo should never be used less than the size

shown in all printed applications as this would lead
to a compromise in visibility.
On exceptional cases the logo should be use

on a smaller size.
Minimum Sizes Preferred Sizes
20mm is the minimum size 70 Pixels is the minimum size 30mm Recomended 40mm Recomended 60mm Recomended
for all printed material for on-screen for A4 and A5 for A3 for A2
1.1.18
Logo Preferred Position
Wherever possible, the logo should appear in the middle

left or right side of the application with the line extended
as fit appropriate.
When this is not practical, the logo maybe positioned in

any of the application corners.
1.1.19
Logo Incorrect Usage
Our logo is the key element of our identity. It should not need
to be modified. Do not redraw, disrupt, alter misuse it in any way.
Various examples of incorrect treatments are shown below.
1. Do not rotate or tilt the logo.

2. Never change the proportions of the logo and Ashghal tagline.
3. Do not stretch or change the proportions of the logo.
4. Do not delete any element of the logo.
5. Do not change the size or width of the line.
6. Do not change the colour or introduce any form of outline.
7. Never use the logo on clashing or busy backgrounds.
8. Do not use the logo over any pattern or graphic elements.
9. Do not change the corporate typeface.
10. Do not apply any effect to the logo such as 3D or shadowing.
11. Never create new arrangments of the logo elements.
12. Never use the logo in mono language.
13. Never place the logo within a box or borders.
14. Never crop the logo.
1 2 3 4
5 6 7 8 9
10 11 12 13 14
1.1.20
Logo Incorrect Positioning
Our logo is the key element of our identity. It should not need
to be modified. Do not redraw, disrupt, alter or misuse it in any way.
Various examples of incorrect treatments are shown below.
1. Always align the logo and do not keep it hanging.

2. Do not place the logo in the middle.
3. Do not place the logo at the edge of the page.
1 2 3
1.1.21
Logo Line Incorrect Usage
The line can be extended horizontally depending

on the application.
1. Do not extend the line less than 1X square.

2. Do not shorten the line .
3. The Logo should always be aligned to the left or right
depending on the language or application used.
2
1X
3
1.2 The Patterning

Graphic Device
Ashghal Brand Guidelines Section 1 - Basic Elements - 1.2 The Patterning Graphic Device
1.2.01
The Patterning Graphic Device
The patterning that has been created is both bold and

unique. Derived from the grid system that has been created
to develop the corporate identity, the patterning has been
abstracted to create a bold, fresh and interesting addition
to the visual language that has many variations, thus
keeping the visual language bold and fresh.
1.2.01
The Patterning
1 2 3
1.2.02
How to Use the Pattern?
1. You can double the pattern but to keep them

the same size, use same spacing as shown below.
2. You can rotate the pattern only 90 / 180 / 270.
3. You can crop and use just a part of the pattern.
1 2 3
1.2.03
Pattern Variations
Shown here are a few variations of how to use the pattern.

1.3 The Colour

Palette
Ashghal Brand Guidelines Section 1 - Basic Elements - 1.3 The Colour Palette
1.3.01
Ashghal Colours Inspiration
Corporate Level Ashghal (Buildings) Ashghal (Roads) Ashghal (Drainage)
Seriousness Royalty Health Energy Sustainability

Sophistication Pride Growth Warmth Freshness
Professionalism Qatar Life Safety Tranquility
1.3.02
Colour Palette - Corporate Level
Colour is an important and ownable element of our identity. Our colour palette have been Primary Positive
developed to reflect the optimisim and prestige that exist thoughout Ashghal.
They have been carefully selected. The breakdowns given here have been specifically
calibrated and tested and should not be altered or re-configured.
The colours shown here and throughout the manual have not been evaluated by PANTONE Inc. for accuracy
and may not match the PANTONE Colour Standards. Consult current PANTONE Publications for accurate colour.
PANTONE is the property of PANTONE Inc.
Primary Reversed
Primary Primary Secondary Secondary
PANTONE PANTONE PANTONE PANTONE

Black 228 C 326 C 468 C
Primary Reversed
CMYK CMYK CMYK CMYK
C000 M000 Y000 K100 C039 M100 Y040 K018 C075 M001 Y039 K000 C013 M018 Y038 K000
RGB RGB RGB RGB

R000 G000 B100 R142 G029 B088 R000 G183 B173 R000 G000 B100
100% 100% 100% 100%

095% 095% 095% 095%
090% 090% 090% 090% Secondary Reversed
085% 085% 085% 085%
080% 080% 080% 080%
075% 075% 075% 075%
070% 070% 070% 070%
065% 065% 065% 065%
060% 060% 060% 060%
055% 055% 055% 055%
050% 050% 050% 050%
045% 045% 045% 045%
040% 040% 040% 040% Secondary Positive
035% 035% 035% 035%
030% 030% 030% 030%
025% 025% 025% 025%
020% 020% 020% 020%
015% 015% 015% 015%
010% 010% 010% 010%
005% 005% 005% 005%
1.3.03
Business Segments Colour Palette - Buildings
Colour is an important and ownable element of our identity. Our colour palette have been
Primary Secondary
PANTONE PANTONE
340 C 4705 C
Primary Positive
CMYK CMYK
C083 M015 Y077 K002 C033 M066 Y068 K039
RGB RGB
R013 G154 B104 R120 G073 B060
100% 100%
095% 095%
090% 090%
085% 085% Primary Reversed
080% 080%
075% 075%
070% 070%
065% 065%
060% 060%
055% 055%
050% 050%
045% 045%
040% 040%
035% 035%
030% 030%
025% 025% Secondary Reversed
020% 020%
015% 015%
010% 010%
005% 005%
1.3.04
Business Segments Colour Palette - Roads
Primary Secondary
PANTONE PANTONE
152 C 519 C
Primary Positive
CMYK CMYK
C002 M064 Y100 K000 C069 M088 Y031 K024
RGB RGB
R239 G122 B034 R090 G052 B098
100% 100%
095% 095%
090% 090%
080% 080%
075% 075%
070% 070%
065% 065%
060% 060%
055% 055%
050% 050%
045% 045%
040% 040%
035% 035%
030% 030%
025% 025% Secondary Reversed
020% 020%
015% 015%
010% 010%
005% 005%
1.3.05
Business Segments Colour Palette - Drainage
Primary Secondary
PANTONE PANTONE
307C 1225C
Primary Positive
CMYK CMYK
C090 M053 Y010 K001 C000 M024 Y080 K000
RGB RGB
R000 G111 B169 R255 G197 B078
100% 100%
095% 095%
090% 090%
080% 080%
075% 075%
070% 070%
065% 065%
060% 060%
055% 055%
050% 050%
045% 045%
040% 040%
035% 035%
030% 030%
025% 025% Secondary Positive
020% 020%
015% 015%
010% 010%
005% 005%
1.4 Typography
Ashghal Brand Guidelines Section 1 - Basic Elements - 1.4 Typography
1.4.00
Typography
We have chosen Frutiger LT Arabic, a bilingual font keeping the

consistency between English and Arabic to be used for all external
communications in both levels.
For digital and all internal communications such as, Emails.

PowerPoint presentations we chose Arial and Tahoma.
1.4.01
Typeface English
Frutiger LT Arabic Bilingual Typeface should be used for all external

communications
0123456789 @#$%^&/?{ }( )*.,;:
abcdefghijklmnopqrstuvwxyz
Frutiger LT Arabic can be purchased at:
http://www.linotype.com/270925/FrutigerArabic-family.html
Qatar
Deserves
Frutiger LT Bold
To be used for headings The Best
Frutiger LT Bold
To be used for headings and subheadings Subtitle
Frutiger LT Roman Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat,
To be used for body copy ligula et pretium aliquet, justo mauris pellentesque nulla, at malesuada magna
mauris vel nisl.
Frutiger LT Light Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat, ligula et
To be used for body copy pretium aliquet, justo mauris pellentesque nulla, at malesuada magna mauris vel nisl.
1.4.02
Typeface Arabic
Frutiger LT Arabic Bilingual Typeface should be used for all :;,.*) (} {?/&^%$#@ 123456789
external communications

Frutiger LT Arabic can be purchased at:
http://www.linotype.com/270925/FrutigerArabic-family.html

Frutiger LT Bold
To be used for headings
Frutiger LT Bold
To be used for headings and subheadings
Frutiger LT Roman
To be used for body copy in ads

.
Frutiger LT Light
To be used for body copy

.
1.4.03
System Font English - Arial
Arial Typeface should be used for all internal communications 0123456789 @#$%^&/?{ }( )*.,;:
such as Website, Emails. PowerPoint presentations
Arial font is available in all operating systems. abcdefghijklmnopqrstuvwxyz
Qatar
Deserves
Arial Bold
Arial Bold
Arial Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat, ligula et
1.4.04
System Font Arabic - Arial
Arial Typeface should be used for all internal communications

such as Website, Emails. PowerPoint presentations
:;,.*) (} {?/&^%$#@ 0123456789

Arial font is available in all operating systems.

Arial Bold

Arial Bold
Arial Regular
To be used for body copy .
1.4.05
System Font English - Tahoma
Tahoma Typeface should be used for internal communications 0123456789 @#$%^&/?{ }( )*.,;:
such as Website.
Arial font is available in all operating systems. abcdefghijklmnopqrstuvwxyz
Qatar
Deserves
Tahoma Bold
Tahoma Bold
Tahoma Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum volutpat, ligula et
1.4.06
System Font Arabic - Tahoma
Tahoma Typeface should be used for internal communications

such as Website.
:;,.*) (} {?/&^%$#@ 0123456789

Arial font is available in all operating systems.

Tahoma Bold

Tahoma Bold
Tahoma Regular
To be used for body copy
.
1.5 Photography Style

Ashghal Brand Guidelines Section 1 - Basic Elements - 1.5 Photography Style
1.5.00
Photography Style
The style of Ashghal photography aims to convey optimism

and emotional benefit. By observing a few simple principles,
we can create relevant and engaging photography which
appeals to our intended audiences.
All images (except for the past) should reflect lifestyle and are
driven by energised vibrant colours. Three image categories
have been definied that help to show the following:
Human Element
Emotional Benefit
Functional Element
Location
Projects (3D Mainly)
Cut out/Object and Illustrations
Historical Element
Qatar In The Past

Photography Style - Human Element

1.5.01
Emotional Benefit
This photography style depicts life style images that contain

people as a focal point emphasizing the emotional face of
our brand.
Photography Style - Functional Element

1.5.02
Location
This photography style demonstrates the technical/

enginering angle of the projects that we undertake,
emphasizing the functional face of our brand.

1.5.02
Projects (3D Mainly)
These are examples of photography style presenting

the world class projects that we are involved in through
vibrant and active colours that illustrate Qatar's modern
fantastic progression.

1.5.02
Cut out/Object and Illustrations
Here, examples of cut-out objects are used to give an

abstract view to the message expression in an authentic
style. Cut-outs can be used for objects or illustrations
as per requirements of the applications.
Photography Style - Historical Element

1.5.03
Qatar In the Past
This image category establishes the pride in the heritage

of Qatar and can be used when showing the contrast
between Qatar yesterday and Qatar that Ashghal is
contributing to build towards.
1.6 Tone of Voice

Ashghal Brand Guidelines Section 1 - Basic Elements - 1.6 Tone of Voice
1.6.00
What is Tone of Voice? The Right Tone of voice
Our tone of voice - how we use language and communicate is a very Having the right tone of voice helps us to connect with audiences
important expression of our identity as its one of the first impressions as real people. This makes our communication sound like a real
that people have of us when they meet us. conversation, helping to deliver our message clearly and powerfully.
How we relate to people and our tone and manner speaks volumes We are on a mission - to help build Qatars future together, because
about our personality and character, how we want the world to view "Qatar Deserves The Best".
us and indeed, how the world perceives us.
We speak with authority, because we are Ashghal, but we are not
Its very important that we are consistent in how we relate to people, authoritarian.
so that we are easy to understand and to trust and so easy to do
business with. We project trust and safety, because we are trustworthy and
responsible and seek partnerships to add value.
We are responsible and capable and we listen in order to respond.
Our tone is Our tone is not
Authoritative Authoritarian
Trustworthy Unclear
Responsible Unaccountable
Friendly Aloof
Easy to understand Complicated
Open Closed
About you About us
Conversational Announcements
Inclusive Elitist
Safe Unreliable
Confident Boasting
Transparent Confusing
Sincere Patronising
Section 2:
Brand Applications
2.1 Stationery
Ashghal Brand Guidelines Section 2 - Brand Applications - 2.1 Stationery
2.1.00
Stationery Rules
When producing Ashghal stationery, always follow

the specifications provided. These have been carefully
considered and should not be altered, as consistency
across all stationery is vital.
The Public Works Authority is 1X bigger than

the Ashghal logo, The Business card and A4 folder are the
only exceptions.
All stationery applications tend to stay simple and minimal,

as they are mainly for corporate level communication.
Colours
The usage of colours is based on the level or business
segment.
If the background is white, use the primary colour

of the corporate level or business segment for heading / Ratio between Logo and Public Works Authority on
sub-heading / contact. most applications (business card and A4 folder are an
exception to this rule)
If the background is coloured, use the secondary colour
of the corporate level or business segment for the heading /
sub-heading / contact.
Logo
Depending on the application size
Pattern
Depending on application, the use of special effects instead
of colour is recommended, as specified for each file in this
document.
2.1.00
Stationery
25mm
2.1.01
Business Card 1X 1X

When producing the Ashghal business cards, always follow
considered and should not be altered, as consistency across 22188 .
all stationery is vital. +974 4495 0000
+974 4495 0900
Never replace the Ashghal logo with any other Ashghal Name@ashghal.gov.qa
business segment logos. Always use the supplied master
artworks.
www.ashghal.gov.qa
The Public Works Authority is 25mm (Same as logo)
PANTONE BLACK 1X 2X 1X
Format
90 x 50mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
25mm
Name
Frutiger LT Black, 7pt, PANTONE 228C
1X 1X
Job Title First and Last Name
Frutiger LT Light, 7pt, PANTONE BLACK Job Title
Contact
Frutiger LT Roman/Bold, 7pt, PANTONE BLACK
P.O.Box. 22188 Doha, Qatar
T +974 4495 0000
Website
F +974 4495 0900
Frutiger LT Bold, 7pt PANTONE 228C
Name@ashghal.gov.qa
www.ashghal.gov.qa
1X 2X 1X
6X 30mm
1.5X 1.5X 1.5X
2.1.02
Letterhead
When producing the Ashghal letterhead, always follow

3X
considered and should not be altered, as consistency across
all stationery is vital. Lorem ipsum dolor sit amet
Never replace the Ashghal logo with any other Ashghal Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
business segment logos. Always use the supplied master ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
artworks.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu
feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
The Public Works Authority is 1X bigger than delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
the Ashghal logo.
PANTONE 228C Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
Format blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
210x297mm
Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim
placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Colours nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
PANTONE 228C
PANTONE BLACK Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu
feugiat nulla facilisis.
Logo
30mm
Address
Frutiger LT Roman/Bold, 7 pt, PANTONE BLACK Duis autem vel
Website
Frutiger LT Bold, 8 pt, PANTONE BLACK
Body Copy
Frutiger LT Light, 10 pt, PANTONE BLACK
3X
+974 4495 0900 - +974 4495 0000 - . - - .

0.5X Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900
1X
www.ashghal.gov.qa
1.5X 1.5X 1.5X

6X 30mm
1.5X 1.5X 1.5X
2.1.03
Letterhead / Continuation Sheet
When producing the Ashghal letterhead, always follow

3X
all stationery is vital.
Never replace the Ashghal logo with any other Ashghal

artworks.

the Ashghal logo.
PANTONE 228C
Format
210x297mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Body Copy
3X
1.5X 1.5X
+974 4495 0900 - +974 4495 0000 - . - - .
Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900
www.ashghal.gov.qa
+974 4495 0900 - +974 4495 0000 - . - - .
DL
www.ashghal.gov.qa
A5
+974 4495 0900 - +974 4495 0000 - . - - .
www.ashghal.gov.qa
A4
+974 4495 0900 - +974 4495 0000 - . - - .
www.ashghal.gov.qa
A3
+974 4495 0900 - +974 4495 0000 - . - - .
www.ashghal.gov.qa
A2
2.1.04
Envelopes
Section 2 - Brand Applications - 2.1 Stationery Ashghal Brand Guidelines
2.1.04
Special Envelopes - Presidents Office
When producing the Ashghal envelopes, always follow


artworks.

the Ashghal logo.
These envelopes follow the same grid and alignment as the www.ashghal.gov.qa www.ashghal.gov.qa
corporate DL format envelopes, but are handmade with

Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900 Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900
+974 4495 0900 - +974 4495 0000 - . - - . +974 4495 0900 - +974 4495 0000 - . - - .
special effects as recommended in Section xx.
Format
DL
Colours
Special effect (Please refer to Section 2.8)
Logo
30mm
2.1.04
DL Envelope
When producing the Ashghal Envelope DL size, always

follow the specifications provided. These have been
carefully considered and should not be altered, as
consistency across all stationery is vital. 3.5X 30mm

artworks.
www.ashghal.gov.qa
The Public Works Authority is 1X bigger than Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900
the Ashghal logo. +974 4495 0900 - +974 4495 0000 - . - - .
PANTONE 228C or PANTONE BLACK
Format 1X 1X
22.5x11.5cm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Address
Frutiger LT Roman/Bold, 7 pt, PANTONE BLACK
Website
Frutiger LT Bold, 7 pt, PANTONE BLACK
1X
5x 30mm
2.1.04
A5 Envelope
When producing the Ashghal A5 Envelope, always follow

www.ashghal.gov.qa
the specifications provided. These have been carefully +974 4495 0900 - +974 4495 0000 - . - - .
considered and should not be altered, as consistency across 2.5x

1.5x 1.5X
Never replace the Ashghal logo with any other Ashghal 2.5x

artworks.

the Ashghal logo.
Format
210 x 148mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Address
Frutiger LT Roman/bold, 6 pt, PANTONE BLACK
5x 30mm
2.1.04
A4 Envelope

www.ashghal.gov.qa

1.5x 1.5X

artworks.

the Ashghal logo.
PANTONE 228C or PANTONE BLACK.
Format
297 x 210mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Address
5x 40mm
2.1.04
A3 Envelope
When producing the Ashghal A3 Envelope, always

www.ashghal.gov.qa
follow the specifications provided. These have been +974 4495 0900 - +974 4495 0000 - . - - .
carefully considered and should not be altered, as 2.5x
consistency across all stationery is vital.

1.5x 1.5X

artworks.

the Ashghal logo.
Format
420 x 297mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
40mm
Address
Frutiger LT Roman/bold, 8 pt,
PANTONE BLACK
5x 60mm
2.1.04
A2 Envelope

www.ashghal.gov.qa

1.5x 1.5X

artworks.

the Ashghal logo.
Format
594 x 420mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Address
2.1.05
Memo Sheet
Memorandum .
From: :
To: :
Date: :
Reference: :
Copy to: :
6X 30mm
1.5X
2.1.05
Memo Sheet
Memorandum .
When producing the Ashghal Memo Sheet, always

carefully considered and should not be altered, as 1.5X
From: :
Never replace the Ashghal logo with any other Ashghal To: :
Date: :
artworks.
Reference: :
the Ashghal logo.
0.5X
PANTONE BLACK.
Format
297 x 210mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Title
Frutiger LT Bold,11 pt, PANTONE 228C
Sub Titles
Frutiger LT Bold,9 pt, PANTONE BLACK
1.5X
Copy to: :
1.5X
2.1.06
Fax Sheet
Fax .
From: :
To: :
Subject: :
Pages: : Date: :
+974 4495 0900 - +974 4495 0000 - . - - .
www.ashghal.gov.qa
6X 30mm
1.5X
2.1.06
Fax Sheet
Fax .
When producing the Ashghal Fax Sheet, always follow

considered and should not be altered, as consistency across 1.5X

From: :
Never replace the Ashghal logo with any other Ashghal To: :
Subject: :
artworks.
Pages: : Date: :
the Ashghal logo. 0.5X
1X
PANTONE BLACK.
Format
297 x 210mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
30mm
Title
Frutiger LT Bold,11 pt, PANTONE 228C
Sub Titles
Frutiger LT Bold,9 pt, PANTONE BLACK
Address
Website
Frutiger LT Bold, 8pt, PANTONE BLACK
3X
+974 4495 0900 - +974 4495 0000 - . - - .

0.5X Ashghal Tower . Al Faisal Towers East - P.O. Box 22188 Doha,Qatar - T +974 4495 0000 - F +974 4495 0900
1X
www.ashghal.gov.qa
1.5X 1.5X 1.5X

1.5X
25mm
1.5X 1.5X
2.1.07
A5 Notepad 1X
When producing the Ashghal A5 Notepad, always


artworks.

the Ashghal logo.
PANTONE 228C
Format
148 x 210mm
Colours
PANTONE 228C
PANTONE BLACK
Logo
25mm
1.5X
2.1.08
Compliments Card
When producing the Ashghal compliments card, always


artworks.

the Ashghal logo.
PANTONE BLACK
Format 3x 25mm
100 x 200mm
Colours
1X
PANTONE 228C
PANTONE BLACK
Logo
25mm
Title
Frutiger LT Bold,11pt, PANTONE 228C
Pattern
Special effect (please refer to Section 2.8)
With Compliments .
2x
2.1.09
ID Card
3mm 20mm
3mm
2.1.09
ID Card
When producing the Ashghal ID card, always follow the specifications

provided. These have been carefully considered and should not be altered,
as consistency across all stationery is vital.

Never replace the Ashghal logo with any other Ashghal business segment First and Last Name
logos. Always use the supplied master artworks. 1.5X

the Ashghal logo. Job Title
1X
PANTONE 228C

Emp. Number 0000 Department
Format 3mm
55 x 85mm
Colours
PANTONE 228C
PANTONE BLACK
CMYK
Logo
20mm
3mm
Name
Frutiger LT Black, 9pt, PANTONE BLACK
Job Title 3x
Frutiger LT Light, 7pt, PANTONE BLACK
Department Affair: Public Works Authority :

Blood group: B+ B+ :
Employee Number
Frutiger LT Black, 9pt, PANTONE BLACK
Affairs/Blood type
Frutiger LT Bold / Roman, 8 pt, PANTONE BLACK
This card is the property of Public Works Authority
If found please return to Public
Note & Contact Info. Works Authority. Tel.+974 4495 0000 +974 4495 0000
Frutiger LT Roman, 5 pt, PANTONE BLACK
01253-21160801-1
3mm
2.1.10
CD Covers / Corporate - External Use
2.1.10
CD Cover & Sticker - Corporate
25mm
1.5X
2.1.10
CD Covers / Side A - Corporate 1.5X
When producing the Ashghal CD Covers, always follow

Building
considered and should not be altered, as consistency Qatars
across all stationery is vital. Future
artworks.

the Ashghal logo.
White
Follow Us
www.ashghal.gov.qa
Format 1.5X
125 x 125mm
Colours
PANTONE 228C
PANTONE326C 25mm
PANTONE468C
Logo 1.5X
25mm 1.5X
Title
Frutiger LT Bold, 25pt, PANTONE 326C
Website
Frutiger LT Bold, 13pt, White
Follow Us
Pattern
85% PANTONE 228C / 85% PANTONE 468C Qatar
Social Media Icons
Deserves
Reversed and bounded in a square of a solid color Follow Us The Best
(in this case background as shown) www.ashghal.gov.qa
1.5X
2.1.10
CD Cover / Side B - Corporate
When producing the Ashghal CD Covers, always follow


artworks.
Format
125 x 125mm
Colours
PANTONE468C
Pattern
85% PANTONE 468C
2.1.10
CD Pocket - Internal Use
25mm
1X
2.1.10
CD Pocket - Internal Use
When producing the Ashghal CD pocket, always follow


artworks.

the Ashghal logo.
PANTONE BLACK
Format
125 x 125mm
Colours 2.5X
PANTONE BLACK
Logo
25mm
Titles On Cover
Markers are used to write above the line (as shown)
Social Media Icons

Reversed and bounded in a square of a solid color
(as shown)
Website
Follow Us
Follow Us
www.ashghal.gov.qa
2X
2.1.10
CD Stickers
When producing the Ashghal CD sticker, always follow


artworks.
20mm
Format
125 x 125mm
Colours
PANTONE468C
PANTONE228C
PANTONE340C
PANTONE326
PANTONE152C
PANTONE307C
PANTONEBLACK
White
Logo
20mm
4.75X
2.1.10
CD Stickers
Internal
Corporate
2.1.11
A4 Folders
2.1.11
A4 Folders
When producing the Ashghal A4 Folder, always follow


artworks.
40mm

the Ashghal logo. 1.5X 1.5X
White
Format
320 x 225 mm
Colours
PANTONE 228C
PANTONE 468C
PANTONE BLACK
Logo Building

40mm
Qatars
English Title
Frutiger LT Arabic Black, 50pt, PANTONE 468C / Future
PANTONEBLACK / White
Arabic Title
Frutiger LT Arabic Black, 50pt, PANTONE 468C /
PANTONEBLACK / White
12.5 X
2.1.11
A4 Folders / Inside
When producing the Ashghal A4 Folder, always follow


artworks.
Format
320 x 225 mm 1.5X 1.5X
Colours
PANTONE 228C
PANTONE 468C
PANTONE BLACK
Background
100% PANTONE 468C
Pattern
85% PANTONE 468C or special effect as in some
examples shown (please refer to Section xx)
Website
Frutiger LT Bold,11pt, White
Telephone
(same as background)
Follow Us
(same as background)
Social Media Icons

Reversed and bounded in a square of a solid color
(as shown)
Call Us 4495 1111
www.ashghal.gov.qa Follow Us
1.5X 1.5X
2.1.12
Engineering Drawings
When producing the Ashghal engineering drawings,

always follow the specifications provided. These have
been carefully considered and should not be altered, as
consistency across all applications is vital.
Never replace the Ashghal primary logo with any

Ashghal business segment logos. Always use the
supplied master artworks.
X X
X X
2.1.12
Engineering Drawings
When producing the Ashghal engineering drawings,


X X
X X
2.1.13
Tissue Box
2.1.13
Tissue Box
When producing the Ashghal tissue box, always follow

across all applications is vital.

The Public Works Authority element is 1X bigger than

the Ashghal primary logo.
Format
00 x 00mm (depends on type of box)
Colours
PANTONE BLACK
PANTONE 228C
PANTONE326C
PANTONE468C
White
Logo
35mm
Title
Website
Frutiger LT Bold, 12, White
Pattern 35mm
85% of background colour

2.1.14
Recognition Certificate
When producing the Ashghal recognition certificate,

35mm

1.5X
The Public Works Authority element is 1X bigger than

the Ashghal primary logo. PANTONE BLACK
Format
210x297mm
Logo

35mm
Certificate Title
Frutiger LT bold, 24 pt, PANTONE BLACK
Subtitle
Frutiger LT Bold, 18 pt, Leading 25pt PANTONE
BLACK
Name
/
Hand written

Text

Small Name
Title Frutiger LT Bold, 14 pt, PANTONE BLACK

Job Title
Frutiger LT Roman, 10pt, Leading 14pt
PANTONE BLACK
Pattern
Special effect (please refer to Section 2.8)
2.2 Advertising
Ashghal Brand Guidelines Section 2 - Brand Applications - Advertising
2.2.01
Grid System
The grid system is the tool which is used to build the Steps to create an Ashghal ad Portrait 6X6
information architecture of communication pieces like
a brochure or advertisment. 1. Define the ad for which level.
2. Define the message of the Ad (past, present, future).
By applying a unified grid system across all the 3. Define Ad size.
communication of Ashghal brand, we guarantee 4. Define the correct logo size (please refer to section xx).
consistent and effective communications are established. 5. Apply the grid to the design.
6. Position the logo on grid (please refer to section xx).
The Ashghal advertising grid system is constructed 7. Define image area.
of 6 columns by 6 rows. See the examples shown 8. Place headline, sub-heading, body copy and contacts.
on this page. 9. Use the correct text configuration.
Landscape 6X6
2.2.01
Advertising Rules
Ashghal advertising combines imagery, colour Logo

and layout to create a distinctive visual style. The following Depending on the Ad size
examples will show how the system comes to life.
Headline
A grid of six columns and six rows has been created Frutiger LT Bold
for use in all landscape and portrait format applications.
Sub-heading
When producing an Ashghal Ad, always follow Frutiger LT Bold
considered and should not be altered, as consistency We recommend using a ratio between the heading
across all ads is vital. sub-heading of 1:3. For example, 60pt for heading and
20pt for sub-heading.
the Ashghal logo. Body Copy
Frutiger LT Roman
Format
The size of the ad Contact
Frutiger LT Bold
Colours
The usage of colours is based on the level or business Pattern
segment. The positive pattern on a white background, use
10% tint from the primary or the secondary colour palette.
If the background is white, use the primary colour
of the corporate level or business segment for heading / For reversed pattern, use 85% tint from the used
sub-heading / contact. background colour.
If the background is coloured, use the secondary colour

of the corporate level or business segment for the heading /
sub-heading / contact.
Body copy and website are always in black or white.
Exception for PANTONE 468 C use black.

2.2.01
Image Usage
Always keep a space between the image and the line and
align the image with the end of the line as shown here.
Exception
The image can only cross the line when you are using the
Cut-out photography style.
2.2.01
Ads Alignment - Arabic
Always follow the alignment and clear space rules Arabic Ad Portrait
shown here.
The Public Work Authority has been written in English

and Arabic in a special alignment. it should always appear
in the same proportion, it should be 2X squares bigger
than the logo as shown here.
Social media icons should appear on advertising as shown

below and its not required for internal communications,
Tender Ad as an example.

Arabic Ad Landscape

.
.

.
200
. .
.

.
. .
200 .
. .
2.2.01
Ads Alignment - English
Always follow the alignment and clear space rules English Ad Portrait
shown here.
The Public Work Authority has been written in English

and Arabic in a special alignment. it should always appear
in the same proportion, it should be 2X squares bigger
than the logo as shown here.
Social media icons should appear on advertising as shown

below and its not required for internal communications,
Tender Ad as an example.
Main
English Ad Landscape
Headline
Main
Headline
Sub-heading
Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis
cursus mollis vel vel nibh. Morbi tempus urna convallis arcu vulputate eu semper. Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi
tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis cursus mollis vel vel nibh. Morbi tempus urna convallis
arcu vulputate eu semper.
Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis
cursus mollis vel vel nibh. Morbi tempus urna convallis arcu vulputate eu semper.
Sub-heading
Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis cursus mollis vel vel nibh. Morbi tempus urna convallis arcu
vulputate eu semper. Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis cursus mollis vel vel nibh. Morbi tempus
urna convallis arcu vulputate eu semper.
Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper convallis. Sed et nunc non turpis cursus mollis vel vel nibh. Morbi tempus urna convallis arcu
vulputate eu semper.
2.2.02
Print Ad Grid System - Half Page
When producing an Ashghal Ad, always follow the

specifications provided. These have been carefully
across all Ads is vital.

the Ashghal logo.

Format
250x320mm
Colours

PANTONE 307C
PANTONE 1225C
PANTONE Black
CMYK
Logo
40mm
Headline
Frutiger LT Bold, 60pt
Sub-heading

Body Copy 1
Frutiger LT Roman,14pt
.
Contact and Website

Pattern
10% tint from the secondary colour palette. 4495 1111
www.ashghal.gov.qa
Always keep 3X squares as a clear space above the logo,

1X square below the logo and 1X square at least between
the image and the logo.
2.2.03
Print Ad Corporate - Half Page
Here are other ad examples for the corporate level to show

how the rules are used.
Images or messages about the future always appear above

the line and if the message or image is about the past it Qatar
Deserves
goes below the line.
The Best
Follow Us
Call us 4495 1111
www.ashghal.gov.qa
To 2030
Future Vision
From
Past Mauris laoreet Ipsum
Mauris laoreet est ipsum, ultrices hendrerit neque.
Morbi tempus urna convallis arcu vulputate eu semper
est convallis. Sed et nunc non turpis cursus mollis vel vel nibh.
Morbi tempus urna convallis arcu vulputate eu semper.
Follow Us Follow Us
Call us 4495 1111 Call us 4495 1111
www.ashghal.gov.qa www.ashghal.gov.qa
2.2.04
Print Ad Business Segment - Half Page
Ad examples for the business segment

are shown here as Drainage and Buildings.
Cut-out images can cross over the line.
9 Years
3285 Days
1 World Cup
1 Qatar

1

.
Follow Us
4495 1111 Call Us 4495 1111
2.2.05
Print Ad Grid System - Full Page

Fun.
Love.
the Ashghal logo.
Format
Happiness.
510x320mm
Colours
PANTONE 340
PANTONE Black
CMYK
Logo
60mm
Headline
Sub-heading
Body Copy
Doha
Contact and Website Grand Park
Frutiger LT Bold, 20pt Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper est convallis.
Sed et nunc non turpis cursus mollis vel vel nibh. Aliquam erat volutpat. Ut purus nulla, consectetur in adipiscing eget, fringilla
eu nibh. Nam aliquam pharetra vehicula. Quisque congue dignissim nunc, eu pulvinar justo fermentum ac. Suspendisse potenti.
Nullam sodales venenatis dui eu convallis. Vestibulum adipiscing enim nec dui commodo auctor. Suspendisse eu mauris lectus,
Pattern ac suscipit odio. Mauris quis eros sem, vel sagittis ipsum.
10% tint from the Primary colour.

1X square below the logo and 1X square at least between Call Us 4495 1111
www.ashghal.gov.qa
Follow Us
X
2.2.05
Print Ad Corporate - Full Page
Example.

.
.

200
. .
.
4495 1111
www.ashghal.gov.qa

2.2.06
Print Ad Business Segments - Full Page
The usage of business segment primary and secondary Drainage Roads

colour palette is shown here, for example, Drainage
and Roads.
Sustainable
Water New
Strategy Designs
Sustainable Mauris laoreet

Water Strategy Est Ipsum
Mauris laoreet est ipsum, ultrices hendrerit neque. Morbi tempus urna convallis arcu vulputate eu semper est convallis.
The strategies identify threats to water availability in each region and identify policies and actions to help water users, water
Sed et nunc non turpis cursus mollis vel vel nibh. Aliquam erat volutpat. Ut purus nulla, consectetur in adipiscing eget, fringilla
corporations and catchment management authorities manage and respond to those threats over the next 50 years.
eu nibh. Nam aliquam pharetra vehicula. Quisque congue dignissim nunc, eu pulvinar justo fermentum ac. Suspendisse potenti.
Nullam sodales venenatis dui eu convallis. Vestibulum adipiscing enim nec dui commodo auctor. Suspendisse eu mauris lectus,
ac suscipit odio. Mauris quis eros sem, vel sagittis ipsum.
Call Us 4495 1111 Call Us 4495 1111

Follow Us Follow Us
2.2.07
Tender Print Ads
When producing an Ashghal Ad, always follow the 1.5X 1.5X


the Ashghal logo.
IDRS Industry Briefing Event )IDRIS(
Invitation for Construction Contractors and Consultants to Register for Industry Briefing
Format
The Inner Doha Resewerage Implementation Strategy
A4
In accordance with its strategy to deliver world class buildings and infrastructure that fulfil the Qatar National Vision 2030,
the Public Works Authority (Aslighal) intends to deliver the Inner Doha (South) Resewerage Implementation Strategy (IDRIS)
Colours Programme and the associated projects within a coordinated framework of outsourced contracts.
) IDRIS - () (
.
Ashghal is pleased to extend an invitation to qualified infrastructure contractors and consultants, both International and local,
PANTONE 326C to attend an Industry Briefing on Wednesday. 23 January 2013. The Industry Briefing will provide an overview of Ashghals ) IDRIS(
PANTONE 468C
Corporate Strategy and Vision and how IDRIS fits into that strategy, how to do business with Ashghal, and Programme
specific information such as proposed works, timeline, and key implementation considerations. .
PANTONE Black Ashghal has developed the conceptual IDRIS Programmea major tunnelled interceptor sewer and advanced sewage treatment
works scheme to meet the long-term demands of the Doha South Catchment for the next 50-years, eliminate the hydraulically
,)IDRIS(

overloaded conditions, and remove over 35 pump stations. .
Tender print ad should be printed in grayscale Event details are listed below: :
or coloured, use corporate primary
or secondary colour palette as shown here. The Inner Doha Resewerage Implementation Strategy Programme )IDRIS(
Confirmation of Attendance Registration Deadline 16 January 2013; 12:00 p.m. (Doha Time) :
Logo Event Date and Time 23 January 2013; 8:00 a.m. - 11:00 a.m. (Doha Time) : - :
35mm Location Grand Hyatt Doha Hotel - Al Silia Ballroom: Doha, Qatar - -
*Attendance is limited to no more than two (2) representatives per organization. *

Headline
To confirm attendance, please submit the names and contact information of no more than two (2) representatives per
Frutiger LT Bold, 20pt organization via e-mail to idriscontractsAashqhal.gov.qa, no later than Wednesday, 16 January 2013. .) ( idriscontracts@ashghal.gov.qa
To the attention of: :

Sub-heading IDRIS Industry Briefing )IDRIS(

The Public Works Authority P.O. Box 22188 ) (
Doha, Qatar .
Fax: +974 4495 0381 + :
idriscontracts@ashghal.gov.qa idriscontracts@ashghal.gov.qa
Body Copy
Frutiger LT Light,10pt
Website
1.5X 1.5X
2.2.08
Recruitment Print Ads 1.5X 1.5X
When producing the Ashghal Ad, always follow the



the Ashghal logo.
Format
A4

Colours
PANTONE 228C
PANTONE 468C
PANTONE Black
CMYK
Logo
35mm
Headline
Sub-heading
Body Copy
Frutiger LT Roman, 9pt

Contact and Website
.
Frutiger LT Bold, 14pt .
Pattern ( .
. )
10% tint from the secondary colour PANTONE 468C.

Always keep 3X squares as a clear space above the logo, )04-GP(

44951111
www.ashghal.gov.qa
1.5X 1.5X
2.2.08
Recruitment Print Ads
Always use the corporate colour palette for recruitment

print ads as shown here

. .
. .
. ( . (
) . ) .

( )04-GP ( )04-GP
.
.
. (
) .

44951111 44951111
( )04-GP

44951111
www.ashghal.gov.qa
2.2.09
Rollups


the Ashghal logo.
Format
2000x850mm
Colours
PANTONE 228C
PANTONE 468C
PANTONE Black To
Logo
200mm Future
Headline
From
Past
Sub-heading
Body Copy
Website
Lorem
Frutiger LT Bold, 100pt ipsum dolor
Mauris laoreet est ipsum, ultrices hendrerit
neque. Morbi tempus urna convallis arcu
Pattern vulputate eu semper est convallis. Sed et nunc
10% tint from the secondary colour PANTONE 468 C. non turpis cursus mollis vel vel nibh. Aliquam
erat volutpat. Ut purus nulla, consectetur
in adipiscing eget, fringilla eu nibh. Nam
aliquam pharetra vehicula.
1X square below the logo and 1X square at least between www.ashghal.gov.qa
2.2.09
Rollups
Here are other ad examples for the corporate level

to show how the rules are used.
Images or messages about the future always appear

above the line and if the message or image is about
the past it goes below the line.
2.2.10
Mupis
When producing an Ashghal Ad always follow the 0.5X 0.5X


the Ashghal logo.
Format
1750x1150mm
Colours
PANTONE 326C
PANTONE 468C

CMYK
Logo
400mm
Headline
Website

www.ashghal.gov.qa
0.5X 0.5X
2.2.10
Mupis
Use the color palette as per application requirement

examples shown here.
Corporate Corporate Business segment (Roads)

2.2.11
Flags
Flag grid system is shown here.

2.2.11
Flags
Examples.
2.3 Digital
Ashghal Brand Guidelines Section 2 - Brand Applications - Digital
2.3.01
Button Hierarchy Main Buttons
When producing the buttons for the web

pages always follow this hierarchy. These have Read More Read More Read More
been carefully considered and should not be
altered, as consistency across all pages is vital.
Normal State Hover State On Click
Tab buttons
INDIVIDUALS COMPANIES GOVERNMENT
INDIVIDUALS COMPANIES GOVERNMENT

Ashghal Brand Guidelines Section 2 - Brand Applications - Digital 40px
2.3.02
Icons
We have designed a new set of icons to work in

harmony with the visual language. The default
size is 15px and icons can be used with or
without background.
30px
20px
15px
2.3.03
Navigations Main Navigations
When producing the Navigation for the Normal State

web pages always follow these specifications.
These have been carefully considered and
should not be altered, as consistency across Home About Us Our Projects Our Services Tender & Auctions Media Hub Careers Customer zone
all pages is vital.
Hover State
Home About Us Our Projects Our Services Tender & Auctions Media Hub Careers Customer zone
Hover State with Drop Down
Home About Us Our Projects Our Services Tender & Auctions Media Hub Careers Customer zone
News
Photo Gallery
Video Gallery
Events & Activities
Email Alerts
2.3.04
Website Font Specifications Tahoma - Regular - 11px - #000000 Body Texts / Paragraphs
Tahoma - Regular - 11px - #d1d1d1 Footer Links

When producing the text for the web pages
always use these fonts. These have been
carefully considered and should not be altered, Arial - Regular - 12px - #FFFFFF Copyrights
as consistency across all pages is vital.
Arial - Regular - 11px - #88165B Links
950px
Ashghal Brand Guidelines Section 2 - Brand Applications - Digital 120px
2.3.05
Website Specifications
21px
6X
When producing the Ashghal Website always follow
36px
35px
considered and should not be altered, as consistency 11px
across all pages is vital.

Ashghal sub-brand logos. Always use the supplied 222px
master artworks.
The size of the spacing should always follow 11px

these shown measurements.
11px
11px
43px
241px
2.3.06
Email Signature
The size if the logo and the spacing should

always follow these shown measurements.
Regards - Frutiger LT Std 46 Light Italic, 12pt
FirstName FamilyName- Frutiger LT Std 65 Bold, 12pt
Position - Frutiger LT Std 45 Light, 12pt
Business Segment - Fruiger LT Std 65 Bold, 10pt, 4X

PANTONE152C - RGB 239, 122, 34
PANTONE307C - RGB 0, 111, 169
PANTONE228C - RGB 142, 29, 88 1X 1X
PANTONE340C - RGB 33, 154, 104
111px
Ashghal Brand Guidelines Section 2 - Brand Applications - Digital 3X
2.3.07
PowerPoint Template 1X 1X
When producing the Ashghal PowerPoint presentations,

Headline
artworks.
The Public Works Authority is 1X

bigger than the Ashghal logo. Goes
Here
Headline
Arial Bold, 48pt
PANTONE468C - RGB 222, 201, 163
PANTONE326C - RGB 0, 183, 173
PANTONEBLACK - RGB 0, 0, 0
Background
PANTONE228C - RGB 142, 29, 88
PANTONE468C - RGB 222, 201, 163
PANTONE326C - RGB 0, 183, 173
WHITE - RGB 255, 255, 255
Pattern
any variation of pattern can be used of 85% of
background colour except on white when its 85%
of PANTONE468C - RGB 222, 201, 163 1X
1X 1X 1X
Headline
Headline Goes Headline
Headline Goes Here Goes
Goes Here Here
Here
1960
2.3.07
Section Page

artworks.
Section Text

Arial Bold, 36pt
PANTONE468C - RGB 222, 201, 163
PANTONE228C - RGB 142, 29, 88
PANTONE326C - RGB 0, 183, 173
Qatar
1X 1X 1X
Background
PANTONE228C - RGB 142, 29, 88
PANTONE326C - RGB 0, 183, 173
PANTONE468C - RGB 222, 201, 163 Deserves
WHITE - RGB 255, 255, 255
The Best
1X 1X

Qatar Qatar Qatar
Deserves Deserves Deserves
The Best The Best The Best
2.3.07
Inside Page 3X

Title Goes Here
3X

artworks. First level
First Level Text
Second level
Arial Regular, 36pt
- Third level
Second Level Text
Arial Regular, 24pt
Fourth level
Third Level Text
Arial Regular, 20pt
- Fifth level
Fourth Level Text
Arial Regular, 18pt
Fifth Level Text

Arial Regular, 16pt
1X 1X
4X
2.3.07
Inside Page with Image

3.5X
Title
Goes
artworks.
Title Text
Arial Bold, 36pt
Here
Body Text
Arial Regular, 12pt
1X
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed

do eiusmod tempor incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis
aute irure dolor in reprehenderit in voluptate velit esse cillum
dolore.
Quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea

commodo consequat. Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore.
1X 1X
4X
2.3.07
Powerpoint Template 1X 1X
Inside Page - just image


artworks.
1X 1X
2X
A

1X
2X
2.3.08
E-Bulletin
B
A - Frutiger LT 45 Light, 10 px / Arial Regular, 10 px
B - Frutiger LT Bold, 32 px / Arial Bold, 32 px 12.5X
C - Frutiger LT 45 Light, 10 px / Arial Regular, 10px
D - Frutiger LT Bold, 14 px / Arial Bold, 14 px

P ANTONE228C - RGB 142, 29, 88
E - Frutiger LT 45 Light, 12 px / Arial Regular, 12 px
2X
6.5X
1.5X
2X
710PX
Telephone Screens
2.3.09 2X 2X
Background:
PANTONE340C- RGB 33, 154, 104
PANTONE152C - RGB 239, 122, 34
PANTONE307C - RGB 0, 111, 169
5X

1X 1X
E-Greeting Card
1X
Eid
2.3.10
The Public Works Auhority is one 1X

bigger than the Ashghal logo. Mubarak
Title Text - Frutiger, 33px
PANTONE228C- RGB 142, 29, 88

PANTONE468C - RGB 222, 201, 163
PANTONE326C - RGB 0, 183, 173
Background:
WHITE - RGB 255, 255, 255
PANTONE468C - RGB 222, 201, 163
PANTONE228C - RGB 142, 29, 88
Pattern - any variation of pattern can be used of 85%

of background colour except on white when its 85%
of PANTONE468C - RGB 222, 201, 163
1X
1X 1X
Eid Eid Eid

Mubarak Mubarak Mubarak

1X 1X
2.3.11
Screensaver For The 1X
The Public Works Authority is one 1X Generations

To Come
bigger than the Ashghal logo.
Title Text - Frutiger, 50px

PANTONE228C - RGB 142, 29, 88
PANTONE4705C - RGB 120, 73, 60
PANTONE1225C - RGB 255, 197, 78
PANTONEBLACK - RGB 0, 0, 0
Background:
PANTONE307C - RGB 0,111,169
PANTONE340C - RGB 13,154,104
WHITE - RGB 255, 255, 255
BLACK - RGB 0, 0, 0
1X 1X 1X
Pattern - any variation of pattern can be used of 85%

of background colour except on white when its 85%
of PANTONEBLACK - RGB 0, 0, 0
2X
1X 1X
Building
Qatars
Future

2.4 Signage
Ashghal Brand Guidelines Section 2 - Brand Applications - Signage
2.4.00
Signage
Directional signage should be clear and legible.

Both hanging and free standing monolith signs should
consider eye-level and readability, to help users navigate
within the offices and projects alike.
The medium, location and duration of a sign will

determine the material, size and design of the same.
Generally, the use of simple, bold text along with

Ashghals corporate colours and logo is recommended
as specified later in this section.
Ashghal Brand Guidelines Section 2 - Brand Applications - Signage 490 cm
2.4.01
Contractors Project Signage
Building Affairs .
125 cm
When producing the Ashghal project signage, always 4495 1111

follow the specifications provided. These have been www.ashghal.gov.qa

Never replace the Ashghal primary logo with any Ashghal

artworks. 240 cm
Image
PANTONE BLACK
Format
As shown
62.5 cm
Logo Hamad Bin Khalifa Medical City Fit-Out Project
600 mm
Programme Management Consultant:
Colours
PANTONE 228C / PANTONE BLACK + CMYK 53.5 cm LOGO
CONTACT
INFORMATION
Header
Frutiger LT Bold,270pt, PANTONE 228C Contractor:
Contact Information 53.5 cm LOGO

CONTACT
INFORMATION
Project Name
Frutiger LT Roman,615pt, PANTONE BLACK
Consultant:
53.5 cm CONTACT
LOGO
INFORMATION
35 cm Building Permit No. 0000
Sub-consultants: Sub-contractors:
53.5 cm
LOGO LOGO
2.4.02
Tower Crane
Always use the supplied master artworks.
Format
600mmx1500mm
Colours
PANTONE BLACK
2.4.03
Directional Signage - Project
When producing the Ashghal directional signage,

1.5X 1.5X
A
artworks.
1.5X 1.5X
PANTONE BLACK
Format / A
B
Project Name
140X50cm
Format / B
140X30cm
C Ashghal Project Office
Format / C
140X25cm
Colours
PANTONE 228C / PANTONE BLACK / PANTONE468C C Management
Logo
28 cm
Project name C Direction Here

Frutiger LT bold,250 pt, PANTONE 228C
Other titles
C Direction Here
2.4.04
Projects Hoardings


Project hoarding is a great platform where the Ashghal

brand can express itself self and stand out, a well
structured story-telling medium which takes users on
a journey. The extended line around the project acts as
a divider between past and future, and therefore the
contect added should reinforce that concept.
From images of the past to final renders of finished

projects, useful information and messages regarding the
project and its benefits, plus general messages inspired
form the brand essence and values should be used.
2015

Lusail

Expressway
For Qatar www.ashghal.gov.qa
Qatars Deserves
Future The Best
2.4.04
Projects Hoardings


As seen in these examples, the layout follows the

same basic rules of advertising in terms of placement
of content in accordance to the line,colours and
alignment.
2.4.05
Vehicle Branding

2.4.05
Vehicle Branding

2.4.06
House Notice Stickers
When producing the Ashghal notice sticker, always follow

all applications is vital.

business segment logos. Always use the supplied master 1.5X 1.5X
artworks.

Notice of road works .
PANTONE BLACK
Format
229x162mm
Colours
PANTONE 228C Infrastructure Affairs
PANTONE BLACK
PANTONE 468C local roads and drainage programme
Logo Please note that the Infrastructure Affairs

30mm Department of Ashghal will undertake excavation
and services works for the construction of new :
Header
roads in front of your property as of :
Subtitle Date From: To: : :

Copy Project Engineer )Consultant): :( (

Frutiger LT Roman,10 pt, PANTONE BLACK
Project Engineer )Contractor): :( (
Mobile number: :
Hot Line : 449 50 000 449 5 :
Project Name: :
1.5X 1.5X
2.5 Collateral
Ashghal Brand Guidelines Section 2 - Brand Applications - Collateral
2.5.01
Corporate Brochure Cover
2.5.01
Corporate Brochure Cover
When producing the Ashghal brochure, always follow

all applications is vital.

artworks.
The Public Works Authority is 1X bigger than 1.5X 1.5X 1.5X 1.5X
PANTONE BLACK
Format
210 x 297mm
Colours
PANTONE 228C
PANTONE BLACK
CMYK
Logo
30mm
Title
Frutiger LT bold,50pt, PANTONE 228C General
Safety
35mm
Book
1.5X 1.5X
2.5.01
Corporate Brochure / Inside Pages
2.5.01
Corporate Brochure / Inside Pages
2.5.01
Corporate Brochure / Inside Spread
When producing the Ashghal brochure, always follow


Format 1.5X 1.5X
210 x 297mm 04 | Qatar Deserves The Best General Safety Book | 05
Colours
PANTONE 228C PAVEMENT QUALITY ASSURANCE
PANTONE326C
PANTONEBLACK
& QUALITY CONTROL GUIDELINES
1.5X
CMYK The importance of strictly implementing road pavement
Quality Assurance and Quality Control procedures in Qatar
White has been the key topic at the inaugural day of the 4th
Middle East Bitumen/Asphalt Conference (MEB 2013),
currently being held under the patronage of the Public
Works Authority Ashghal.
Title
Subtitle
Frutiger LT Roman, 15pt, PANTONE326C
Body Copy
Page header / footer Delivering the keynote speech at the opening ceremony of Ashghal will be leading the session on Road Authorities
the two-day conference, Eng. Jalal Yousef Salhi, Director Views on Bitumen Quality and Problems on Wednesday
Frutiger LT Light, 10pt, PANTONE BLACK / White of Ashghals Infrastructure Affairs, said: Parallel to the
huge investments and efforts being made to build an
8th May 2013. MEB is being held under the theme
Uncovering New Growth Opportunities in Bitumen,
advanced sustainable road networks in Qatar, safety and and it has attracted key players and decision makers in
quality assurance remain Ashghals top priority. Ashghal the bitumen and asphalt market who have gathered to
is committed to adopting the worlds best construction exchange experiences and insights and discuss challenges
Parallel to the huge investments practices and standards for delivering its nationwide associated with the fast developing bitumen market in the
and efforts being made to build an infrastructure programmes, Salhi added. Middle East and African region.
advanced sustainable road networks Ashghal has identified the need for an increased level of Ashghal will be leading the session on Road Authorities
in Qatar, safety and quality assurance service with regards to road pavement Quality Assurance Views on Bitumen Quality and Problems on Wednesday
(QA) and Quality Control (QC) procedures. Highlighting 8th May 2013. MEB is being held under the theme
remain Ashghals top priority. Ashghal is research and development activities as critical to the Uncovering New Growth Opportunities in Bitumen,
committed to adopting the worlds best construction of durable and safe road pavements, Salhi and it has attracted key players and decision makers in
said high quality and innovative techniques should be the bitumen and asphalt market who have gathered to
construction practices and standards for maintained throughout the road construction process. exchange experiences and insights and discuss challenges
delivering its nationwide infrastructure He has also encouraged participants to explore new and associated with the fast developing bitumen market in the
programmes creative ideas for the use of smart design and materials Middle East and African region.
exchange experiences and insights and discuss challenges

- Eng. Jalal Yousef Salhi, associated with the fast developing bitumen market in the
Director of Ashghals Infrastructure Affairs Middle East and African region.
Title Discrption for Image
1.5X 1.5X
2.5.02
Annual Report / Cover
When producing the Ashghal annual reports, always 1.5X 1.5X 1.5X 1.5X



PANTONE BLACK
Format Annual
Report
210 x 297mm
Logo
35mm
2013
Colours
PANTONE 228C
PANTONE BLACK
2012 2012
2011 2011
Title
2010 2010
Past / Dates
Frutiger LT Bold, 50pt, 15% PANTONE BLACK
or 15% PANTONE 228C
2009 2009
1.5X
2008 2008 1.5X
2.5.02
Annual Report / Examples
2.5.02
Annual Report / Examples
When producing the Ashghal annual reports, always



PANTONE BLACK
Format
210 x 297mm Annual
Logo
35mm Report
2013
Colours
PANTONE 228C
PANTONE BLACK
PANTONE 468C
Title
Pattern
10% PANTONE 468C
Diecut
Refer to Section 2.8
2.5.03
Media Kit
2.5.03
Media Kit
When producing the Ashghal media kit, always follow



White 1X 1X 1X

Public Works Authority Public Works Authority
Format
220 x 307mm
Colours
PANTONE 228C Qatar
PANTONE326C
CMYK Deserves
White
The Best
Title
Frutiger LT Bold, 58pt, PANTONE326C
Logo
40mm
Background
PANTONE 228C / PANTONE326C
Pattern
85% PANTONE 228C / 85% PANTONE326C Qatar Deserves The Best
1X 1X
Qatar Deserves The Best
2.5.03
Media Kit
When producing the Ashghal media kit, always follow



PANTONE BLACK 1X 1X 1X 1X

Public Works Authority Public Works Authority
Format
220 x 307mm
Colours
PANTONE 228C
PANTONE468C
CMYK
Media
Title
Kit

Logo
40mm
Background
PANTONE 228C / PANTONE468C
Pattern
85% PANTONE 228C / 85% PANTONE326C
Qatar Deserves The Best
1X 1X
2.5.03
Media Kit
2.5.04
Newsletter
When producing the Ashghal newsletter, always follow

Qatar

Deserves
The Best
The Public Works Authority is 1X bigger than May 1st, 2013
PANTONE BLACK
Format
210x297mm
Colours
PANTONE 228C
PANTONE468C
CMYK
Title
Logo
35mm 23 APR 2013 12 APR 2013 02 APR 2013
Very long title for Very long title for Very long title for
Titles news goes here news goes here news goes here
Sed ut perspiciatis unde omnis iste natus Sed ut perspiciatis unde omnis iste natus Sed ut perspiciatis unde omnis iste natus
error sit voluptatem accusantium doloremque error sit voluptatem accusantium doloremque error sit voluptatem accusantium doloremque
Body Copy laudantium, totam rem aperiam, eaque ipsa laudantium, totam rem aperiam, eaque ipsa laudantium, totam rem aperiam, eaque ipsa
Frutiger LT light, 10pt, PANTONE BLACK quae ab illo inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo.
quae ab illo inventore veritatis et quasi architecto
quae ab illo inventore veritatis et quasi architecto
Nemo enim ipsam voluptatem quia voluptas sit Nemo enim ipsam voluptatem quia voluptas sit Nemo enim ipsam voluptatem quia voluptas sit
aspernatur aut odit aut fugit, sed quia conse- aspernatur aut odit aut fugit, sed quia conse- aspernatur aut odit aut fugit, sed quia conse-
quuntur magni dolores eos qui ratione volup- quuntur magni dolores eos qui ratione volup- quuntur magni dolores eos qui ratione volup-
tatem sequi nesciunt. Neque porro quisquam est, tatem sequi nesciunt. Neque porro quisquam est, tatem sequi nesciunt. Neque porro quisquam est,
qui dolorem ipsum quia dolor sit amet, consecte- qui dolorem ipsum quia dolor sit amet, consecte- qui dolorem ipsum quia dolor sit amet, consecte-
tur, adipisci velit, sed quia non numquam eius tur, adipisci velit, sed quia non numquam eius tur, adipisci velit, sed quia non numquam eius
modi tempora incidunt ut labore et dolore modi tempora incidunt ut labore et dolore modi tempora incidunt ut labore et dolore
magnam aliquam quaerat voluptatem. magnam aliquam quaerat voluptatem. magnam aliquam quaerat voluptatem.
2013 ASHGHAL Qatar Deserves the Best 1

2.5.04
Invitation Card - DL size
When producing the Ashghal invitation card, always


1X 1X
Format
200X80mm
Colours Ashghal Has Moved Forward

PANTONE 228C
You are cordially Invited to orem ipsum dolor sit amet, consectetur
PANTONE BLACK
adipiscing elit.
Title
Logo
30mm
Date Thursday, 20 September - Time 19:30 - RSVP ahsghal@ahsghal.gov.qa
Body Copy 1X 1X
Frutiger LT Light / Bold, 10pt, PANTONE BLACK
2.5.04
Invitation Card DL Envelope
When producing the Ashghal DL envelopes, always



the Ashghal primary logo. Invitation .
White
Format
DL
Colours
PANTONE 228C
PANTONE 468C
White
Title
Logo
30mm
White
Pattern
85% PANTONE 228C or special effect
(please refer to Section 2.8)
2.5.04
Invitation Card A5 size Cover
When producing the Ashghal A5 card covers, always



White
Format Invitation
Invitation
A5
Colours
PANTONE 228C
PANTONE 468C
White
Title
Logo
30mm
White
Pattern
2.5.04
Invitation Card A5 size - Spread
When producing the Ashghal A5 invitation card, always

Never replace the Ashghal primary logo with any 1.5X 1.5X
Ashghal Has Moved Forward
Format You are cordially Invited to orem ipsum dolor sit amet,
consectetur adipiscing elit.
A5 1X
1X
Colours The National Road Safety Strategy (NRSS) was (

PANTONE 228C launched today under the patronage and presence of
H.E. Sheikh Abdullah bin Nasser bin Khalifa Al Thani,
)
.
PANTONE BLACK the Minister of State for Internal Affairs of the State
of Qatar and Chairman of The National Traffic Safety
Committee. The launch was attended by honorable

Logo ministers, senior officials and prominent figures of .
30mm the state.
.
The ten year National Road Safety Strategy provides

Title a long term vision to enhance road safety and reduce
traffic accidents in Qatar. It aims at minimizing the
Frutiger LT Bold, 14pt, PANTONE 228C number of road accidents and reducing the annual
road crash fatalities and serious injuries in the state. .
Body Copy
Frutiger LT light, 10pt, PANTONE BLACK
Body Copy Date Thursday, 20 September - Time 19:30 : -

Frutiger LT Roman, 8pt, PANTONE BLACK RSVP ahsghal@ahsghal.gov.qa ahsghal@ahsghal.gov.qa
1X
1X
1.5X 1.5X
2.5.04
Invitation Card A5 Envelope
When producing the Ashghal A5 envelopes, always



White
Format
A5
Colours
PANTONE 228C
PANTONE 468C
White
Title
Logo
30mm
White
Pattern
2.5.05
Sponsorship Conference Backdrop
When producing the Ashghal backdrop banners, always


Please consider alignment and proportions as shown,

keeping in mind giving title and Ashghal logo a priority.
Format Sponsorship Conference
Depends on medium
Colours
PANTONE 228C
PANTONE Black
White
LOGO LOGO LOGO LOGO
LOGO LOGO LOGO LOGO

2.5.05
Sponsorship Conference Backdrop / Example
2.5.05
Backdrop Banner
When producing the Ashghal backdrops, always follow



PANTONE BLACK

Format
Depends on medium
Ashghal Signing Ceremony Of Construcion And Consultancy Contracts
Colours
PANTONE 228C
PANTONE BLACK
White
LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO

2.5.05
Backdrop Banner / Example
Ashghal Brand Guidelines Section 2 - Brand Applications - Collateral 1X 1X 1X 1X 1X 1X
2.5.06
Flyer
When producing the Ashghal flyer, always follow

the specifications provided.These have been carefully Working
all applications is vital. Together
Never replace the Ashghal primary logo with any Ashghal For Qatars
Future
artworks.

the Ashghal primary logo. Our
White Achievements

Format
200x100mm
1X 1X 1X 1X 1X 1X
Colours
PANTONE 228C
PANTONE 468C 1X 1X 1X 1X
PANTONE BLACK % 60 Pavement
CMYK Quality
Assurance &
Logo Quality Control
30mm Guidelines
Title
Frutiger LT bold,22pt, PANTONE 468C
60% The importance of strictly implementing road pavement
Subtitle

Quality Assurance and Quality Control procedures in
Qatar has been the key topic at the inaugural day of
Frutiger LT bold,20pt, PANTONE 228C .

the 4th Middle East Bitumen/Asphalt Conference (MEB
2013), currently being held under the patronage of the
Public Works Authority Ashghal.
.
Body Copy

Delivering the keynote speech at the opening ceremony
of the two-day conference, Eng. Jalal Yousef Salhi, Direc-
Frutiger LT Roman,10pt, PANTONE BLACK
.
tor of Ashghals Infrastructure Affairs, said: Parallel to
the huge investments and efforts being made to build an
advanced sustainable road networks in Qatar, safety and
quality assurance remain Ashghals top priority. Ashghal
is committed to adopting the worlds best construction
practices and standards for delivering its nationwide
) ( infrastructure programmes, Salhi added.
. 360.201.000
Ashghal has identified the need for an increased level of
30 service with regards to road pavement Quality Assurance

(QA) and Quality Control (QC) procedures. Highlighting
research and development activities as critical to the
) 6.5( construction of durable and safe road pavements, Salhi
) 1( said high quality and innovative techniques should be
) 0.35( maintained throughout the road construction process.
/) 3( He has also encouraged participants to explore new and
/ creative ideas for the use of smart design and materials
for the construction of roads that are friendly to both the
1X 1X 1X 1X
2.6 Merchandising
& Promotional
Items
Ashghal Brand Guidelines Section 2 - Brand Applications - Merchandising & Promotional Items
2.6.01
Gift Items - VIP
Always use the supplied master artwork.

2.6.01
Gift Items - VIP

2.6.01
Gift Items - VIP

2.6.02
Gift Items - General

2.6.02

2.6.02

2.6.02

2.6.02

2.6.03
Gift Bags - VIP

2.6.03
Gift Bags - VIP

2.6.03
Gift Bags - VIP

2.6.04
Gift Bags - General

2.6.05
Uniforms

2.6.05
Uniforms

2.6.05
Uniforms

2.6.05
Uniforms
Always convey a sense of prestige.
Shown here examples of how the identity can be

manifested into a cufflinks.

2.6.05
Uniforms

manifested into a tie and pin.

2.6.05
Uniforms

manifested into a button pin.

2.7 3D Office
Branding
Ashghal Brand Guidelines Section 2 - Brand Applications - 3D Office Branding
2.7.01
Exterior HQ Branding
3D metal sculpture to reinforce our progressive values.

2.7.01
3D acrylic sculpture to reinforce our progressive values.

2.7.01
Glass stickers could be used as communication pieces to

the community.
c
2.7.01
Exterior HQ Car Parking

2.7.02
Reception

2.7.02
Reception

2.7.03
Meeting Rooms

2.8 Materials
Specifications
Ashghal Brand Guidelines Section 2 - Brand Applications - Materials Specifications
2.8.00
Paper Stocks And Materials Print Techniques
Recommended paper stocks for normal use Embossing

Debossing
conqueror CX22 Diamond White Silk-screening
Foil blocking
To be used for Stationery Die-cutting
Spot UV.
Art Matt
Recommended technique
To be used for flyers and brochure's inside pages
Foil blocking
Recommended paper stocks for special use Embossing
Skin Black To be used for applications such as

Skin Extra White
Ice Silver President office stationery
business cards, letterhead, envelops, A4 folder
To be used for applications such as Compliment card
Recognition certificate
President office stationery Corporate brochures cover
business cards, letterhead, envelops, A4 folder Annual report cover
Compliment card Invitation card
Recognition certificate Gift bags
Corporate brochures cover Gift packaging
Annual report cover
Invitation card We recommend to use transparent foiling
Gift bags or spot UV rather than use full colour specially
for pattern graphic element.

Ashghal Branding Guide

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Ashghal Branding Guide

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Ashghal Brand Guidelines

Wherever it is referred to in this document, PANTONE

The majority of photography used in this document has

Introduction 1.4 Typography 2.3 Digital

A brand is clear statement of what makes

Brand is the essence that drives and informs

Brand is the promise you make and what you will

Brand is how all these elements are experienced

Brand is what makes you stand out; its what defines

Our Brand Vision

Ashghal is an important contributor to Qatars ambition

Qatars vision sets out the need to create an advanced

Ashghals responsibility is to deliver on the ambitions

Our Brand Positioning

Ashghal is tasked with developing the infrastructure

We are helping to build Qatars future, delivering and

Our Brand Mission

By partnering with leading global organisations, we bring

We are doing more, together.

Our Brand Essence

Building Qatars future

Our Brand Story

We are on a mission. To deliver Qatars enormously high

Ground-breaking, game-changing infrastructure .

1.1.02 Our Logo

Our logo is made up of a word marque in English

These two elements together visually bring to life our

This unique marque that has been developed for Ashghal

Balancing the English and the Arabic with a strong line

Our identity encapsulates the pride in our past,

Within the identity, the bold line is the signifier

This is the official primary logo with tagline to be used in all

Bilingual English Arabic

Logo with bilingual tagline

Logo with mono language tagline

The line can be extended horizontally depending

No other line variation should be used.

That variant is just for special cases such as hoarding, CD.

This is the official logo for Ashghal to be used in all Ashghal

This is the official logo for Ashghal to be used in all Ashghal

Logo can be reversed on any of the primary / secondary /

This is the official logo for Ashghal to be used in all Ashghal

Logo can be reversed on any of the primary / secondary /

Ashghal has 3 main business segments: Buildings, Roads,

We differentiate the different business segments of Ashghal

When developing applications, please adopt the following

(Buildings) (Roads) (Drainage)

The colours or the corporate palette have been carefully

The green shades remind us that Ashghal is a considerate,

Without roads, business could not flourish and society

The blue shades used to communicate this business

It is important to keep the logo clear of any other graphic

The clear space should be a minimum of 1X square size

Clear Space Clear Space

Recomended sizes for standard paper formats

On exceptionally large or small applications, the logo

The logo should never be used less than the size

On exceptional cases the logo should be use

Minimum Sizes Preferred Sizes

Wherever possible, the logo should appear in the middle

When this is not practical, the logo maybe positioned in

1. Do not rotate or tilt the logo.

1. Always align the logo and do not keep it hanging.

The line can be extended horizontally depending