dubai world cup manual
DESCRIPTION
DWC identity revampTRANSCRIPT
& BRAND
GRAPHICSTANDARDS
IDENTIFICATION
DUBAI WORLD CUP
Copyright
No part of this book may be reproduced in any form without
written permission of the copyright owner. Copyright © 2011 by
Amber Tu for course Identity 2, taught by Thomas McNulty at
the Academy of Art University, CA. All rights reserved.
Dedicated to the Richest Horse Race in the World
Effective communication is essential to the success of Dubai World Cup. This Graphic
Standards Manual is to fulfill this mission, it contains the main focused guidelines for
maintaining the proper corporate identity.
Our signature, made up of graphic and logotype, is our identity and repsresents an asset
of great value. It is our own responsibility to utilize the Dubai World Cup logo correctly so
through countless event attenders, the value will increase.
The Dubai World Cup identity has ben designed to give prominence to the Dubai World Cup
event. It is important that all communications using the Dubai World Cup identity be applied
consistently. The following guidelines must be observed to preserve the message intended
by the design. The new logo should be applied to all materials including, but not limited to,
stationery, forms, direct mail, publications, products and other presentation materials.
// STATEMENTIntroduction and Background
01 Statement
GRAPHIC IDENTIFIER
1.1 Design Criteria
1.2 Competitors
1.3 Identifier
1.4 Colors of Identifier
1.5 Clear Space
1.6 Color Usage
1.7 Unacceptable Usage of Logo
1.8 Supporting Graphics
1.9 Glossary of Terms
//_1.0
TYPOGRAPHY
2. 1 Main Typeface
2.2 Secondary Typeface//_2.0STATIONERY
3.1 Letterhead
3.2 Business Card
3.3 Envelope
3.4 Mailing Label
//_3.0
APPLICATIONS
4.1 Umbrella
4.2 Key Chain
4.3 T-Shirt
4.4 Brief Case
4.5 Pen
4.6 Lighter
4.7 Mug
4.8 Shopping Bag
4.9 Truck
4.10 Billboard
//_4.0
02 Contents
03 Letter from the Chairman
Effective communication is essential to the achievement of Dubai World Cup’s
goals. This Graphic Standards Manual was developed to fulfill this mission, it
contains the guidelines for maintaining the proper corporate identity.
Our signature, made up of graphic and logotype, is our identity and repsresents
an asset of great value. It is our responsibility to use the Dubai World Cup identity
correctly so through countless event attenders and industry impressions.
The Dubai World Cup identity has ben designed to give prominence to the Dubai
World Cup event. It is important that all communications using the Dubai World
Cup identity be applied consistently. The following guidelines must be observed
to preserve the message intended by the design. The new logo should apply
to all materials including, but not limited to, stationery, forms, direct mailers,
publications, promotional products, presentation materials and advertising.
// LETTERFrom the Chairmain
04 The Palm
1 . 1 Design Criteria
1 . 2 Competitors
1 . 3 Identifier
1 .4 Colors of Identifier
1 .5 Clear Space
1 .6 Color Usage
1 .7 Unacceptable Usage of Logo
1 .8 Supporting Graphics
1.9 Glossary of Terms
05 Graphic Identifier
// 1.0Graphic Identifier
06 Graphic Identifier
07 Definition and Rationale
Dubai World Cup is a thoroughbred horse race held annually
since 1996 and from 2010 at the Meydan Racecourse in the city
of Dubai, United Arab Emirates. The race is operated through
the Emirates Horse Racing Authority whose Chairman is Sheikh
Mansour bin Zayed Al Nahyan, Presidential Affairs of United Arab
Emirates. The race was the creation of the Ruler of Dubai Sheikh
Mohammed bin Rashid Al Maktoum who owns Darley Stud and
Godolphin Racing, one of the world’s leading race operations.
Definition and Rationale1.1
D U B A I W O R L D C U P
Part of the Dubai World Cup Night of races, it has a purse of
USD 10 million since 2010, making it the world’s richest horse
race. Thoroughbred three-year-olds can run up over a distance of
2,000 meters. The race’s first winner was the United States Hall
of Fame thoroughbred, Cigar, owned by Allen E. Paulson.
D U B A I W O R L D C U P DUBAI WORLD CUP
Original Identity New Identity
08 Design Criteria
Design Criteria1.1Design Objectives
Rebrand a new corporate identity that supports and promotes
a new look for Dubai World Cup. The developed identity will be
utilized and presented on 10 to 15 applications and on a graphic
standards manual. Identification appears to be crucial because
corporate visual identity plays a symbolic role towards creating
a positive impression.
Unique Selling Proposition
Dubai World Cup has won several awards and nominations
Known as one of the world’s richest horse race
A leader of the horse racing industry
Key Adjectives
Advanced, Visionary, Diverse, Modern, Progressive, Iconic,
Upbeat, Accessible, Confident, Deafening, Sweeping, Grand,
Open, Eloquent, Fast-paced
DUBAI WORLD CUP
09 Competitors
Accurate information about competitors is vital to Dubai World
Cup to maintain its competitive advantage. With its structured
way to manage competition, events can maximize opportunity
in their market and minimize the threat of potential competitors.
Competitious is an easy, confidential way to discover and share
competitive information collaboratively across the organization
and keep Dubai World Cup within the rage of competition.
Competitors1.2Collaboratively track who Dubai World Cup’s competitors are,
what they do, and how their activity affects the event and their
value proposition. A competitor can be either an entire company,
a service or even a particular product - Competitious works for
the event regardless of their industry.
10 Identifier
Identifier1.3
DUBAI WORLD CUP
The identity will be presented through the use of website, flyers,
objects of interest, stationery system, billboards, vehicles and
promotional items, This will facilitate and set opportunities that
serve Dubai World Cup’s objectives within the racing event itself.
The positive influence of a visible identity will inspire individuals.
The identifier will provide Dubai World Cup with visibility and
recognition. This new identifier carries the purpose of assisting
Dubai World Cup in bringing forth an unique image for the racing
community. The new identifier will provide Dubai World Cup with
a positive side.
Pantone DS 310-4U Pantone DS 158-3U
100% Black Pantone DS 229-1U
11 Colors of Identifier
The following colors are chosen to establish a consistent identity
for Dubai World Cup. The ultimate way to present the new
identity for Dubai World Cup is in its three colors. When printing
in color, Dubai World Cup identity should be printed in Pantone
DS 310-4U, Pantone DS 158-3U, Pantone DS 229-1U and 100%
Black. No other colors can be substitued. When printing in black
and white, no other colors can be substitued. The Dubai World
Cup identifier colors are based on the equivalent Pantone PMS.
Colors of Identifier1.4For printing in full 100 % black, PMS equivalent Black 2C. In
four color process printing, Dubai World Cup’s identity can be
simulated with the combination of 10% Cyan, 50% Magenta,
0% Yellow and 10% Black. Dubai World Cup Black is simualted
with 100% Black. Other colors included in the Dubai application
includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and
Pantone DS 158-3U Green.
12 Clear Space
Clear Space1.5In order for the new identity to be effectivly displayed, the Dubai
World Cup identifier should be always surrounded by the most
prescribed minimum amount of clear space. This clear space will
set it off distinctly from any other accompanying copy, illustrative
with material, photography and other graphic elements. The
recommended minimum distances that define this territory here
are derived from the Dubai World Cup identifier.
The dotted line surrounding the official version of the Dubai
World Cup identity indicates that no illustration or graphic art
should intrude into this territory. This minimum space should
never be violated. This clear space territory is derived from the
identifier’s Cap height. The Cap height equals X which is the
space that should be above the identifier. The left, right and
bottom should always have a consistent space of one half X
around the Dubai World Cup identifier.
DUBAI WORLD CUP
X
1/2 X
1/2 x 1/2 x
13 Color Usage
For effective usage, the Dubai World Cup identifier should be
used in the following different variations in applications for the
system itself. These variations set the identity off distinctively
from other surrounding elements, including copy, illustration
with photography many other graphic elements. Recommended
minimum distances that define these variations here are derived
from Dubai World Cup and its identifier, shown on this page.
Color Usage1.6On all applications and equipment applications the logo is to be
presented in one of the above four variations. The choice of the
variation will depend on which of the four variations would most
strongly and clearly present the Dubai World Cup signature on
the application. In certain situations, the logo may be reversed
out to be presented in white. The use of the reversed version is
to limited in situations where the logo can not be easily read and
needs a black area to legiblely present the logo.
DUBAI WORLD CUPDUBAI WORLD CUP
DUBAI WORLD CUP
One Color Signature
Black and White Signature
Black and White Rversed Signature
One Color Signature Reversed
DUBAI WORLD CUP
14 Unacceptable Usage of Logo
Unacceptable Usage of Logo1.7INever
Turn the logo diagonally
Never
Separate the type from the element
Never
Skew or distort the logo in ny way.
Never
Outline t. logo.
Never
Use a different typeface for the logo
Never
Use a different baseline for the type
Never
Place any pattern or image inside of logo
Never
Use the logotype in titles, headlines or in text
E
F
G
H
Never
Turn the logo diagonally
Never
Separate the type from the element
Never
Skew or distort the logo in any way
Never
Outline the logo.
A
B
C
D
DU
BA
I W
OR
LD
CU
P
DUBAI WORLD CUP
DUBAI WORLD CUP
A
B
C
D
E
F
G
H
DUBAI WORLD CUPDUBAI WORLD CUP
DUBAI WORLD CUP
DUBAI WORLD CUP
15 Supporting Graphics
The Dubai World Cup logo system contains two key supporting
elements. These following supporting graphics are to be used
in a conjunction with the Dubai World Cup logo and supporting
photography. These elements are to be use as support elements
for the logo, they should not overpower or overlap the logo. The
first elemenet is the logo graphics, this element should be used in
one direction, it must always stay as a whole identity.
Supporting Graphics1.8As for the identity tagline, it should always be presented with
the Dubai World Cup logo in its colors. The tagline can be used
to overlap photos or large areas of tones. It can be used to lead
the viewer’s eye to either the Dubai World Cup logotype or any
secondary type sub-vheadlines. The tagline is to be set as center
justified and it should not be used vertically. The identity should
be in a horizontal form to match the logo.
DUBAI WORLD CUP
16 Glossary of Terms
Artwork
A camera-ready image or paste-
up of a graphic elements with
instructions for printing.
Benday Screen
A line dot structure applied to type
or an image to reduce the intensity
or black or a color.
Bleed
The printed image that turns off one
or more edges of a format.
Blind Embossing
The stamping of an image without
ink in relief on a surface, leaving a
raised impression.
Body Text
In size from 6 to 12 points, used for
the main text of a publication.
Color Swatch
Samples of the authorized corporate
colors, provided in a Reproduction
Materials section of this manual.
Flush Left, Rag Right
A typographic specification referring
to the alignment of successive lines
of type with the left-hand margin,
with a random lines on the right side.
Grid System
An underlying structure consisting
of a series of horizontal and vertical
divisions, used to organize the
graphic elements in a layout.
Leading
The amount of space, measured in
points, between lines of type, for
example 8/9 points indicates 8 point
size with 9 point leading.
Legal Name
Utilized in the full registered name of
a corporation, division or subsidiary.
Letterspacing
A typographic term referring to the
amount of space between individual
letters and numbers.
Logotype
A specially designed typographic
version of the corporate name.
Lower Case
A typographic specification referring
to the small letters of the alphabet.
Nomenclature
A visual or verbal communication
system used for all applications of a
company’s name, its divisions, and
subsidiaries.
Offset Lithography
A printing process in which a rubber
surface blanket transfers an image
from a photographically etched
metal plate onto paper. The most
commonly used printing process.
Pantograph
A specially designed pattern printed
as secuity background on checks,
stocks certificates.
PIca
A unit of measurement commonly
used in typesetting and printing. 1
pica=1/5 inch, 6 picas=1 inch.
PMS
The initials for the Pantone Matching
System, a standardized system for
the color specification and ink.
Point
The smallest unit of measurement
used in typesetting and printing. 1
point=1/72 inch, 12 points= pica.
Point Size
A typographic term referring to the
size of type. Standard sizes are: 6, 7,
8, 9, 10, 11, 12, 14, 15, 18, 20, 24, 30,
35, 42, 48, 50 and 72.
Positive Uses
The reproductive of an image, which
is originally positive black, in positive
black or a color.
Symbol
The unique logoype or symbol that
identifies Dubai World Cup.
Typography
The use of type including its
selection, specification, and
relationship to a given format.
Uppercase
A typographic specification referring
to capital or uppercase letters.
Glossary of Terms1.9
2 . 1 Main Typeface
2 . 2 Secondary Typeface
17 Typography
// 2.0Typography
18 Typography
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
Gotham Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
Gotham LightItalic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
Gotham Book
19 Main Typeface
Typography plays a significan role in shaping our company
identity. The use of type should always stay consistent in this
graphic standards manual. In order for Dubai World Cup’s logo to
achieve that unified look, Dubai World Cup has selected Gotham
as its one of its main typefaces.
Main Typeface2.1The typeface Gotham is an appropriate choice for Dubai World
Cup as of its quality and effectiveness. The typeface selected is
available worldwide and is highly legible, as a result Gotham is
our preferred choice of typeface.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
20 Secondary Typeface
Secondary Typeface2.2Gotham was first to be commissioned by GQ magazine, whose
editors wanted to display a sans-serif with a geometric structure
that would look masculine, modern, and fresh for their magazine.
Although the magazine was initially considering a series of fonts
that either looked like techno CD covers or were more traditional.
Dubai World Cup selected Gotham as its secondary typeface.
The typeface Gotham is an appropriate choice for Dubai World
Cup as of its quality and effectiveness. This typeface is available
worldwide and it is highly legible.
This is an type setting example, the typeface is Gotham set in 6/11 point, upper and lower
case, 10 picas wide, flushed left and justified. In a body copy, there will always be a line
of space to separate the paragraphs. There should be no indications at the start of
the paragraph. In order to create an effective manual, basic guidelines for setting type
should be followed so that the overall look and structure will be unified among the Dubai
World Cup graphic standard manual.
6/11
This is an type setting example, the typeface is Gotham set in 7/12 point, upper and
lower case, 10 picas wide, flushed left and justified. In a body copy, there will always
be a line of space to separate the paragraphs. There should also be no indications at
the start of the paragraph. In order to create an effective manual, basic guidelines for
setting type should be followed so that the overall look and structure will be unified
among the Dubai World Cup graphic standard manual.
7/12
This is an type setting example, the typeface is Gotham set in 10/13 point,
upper and lower case, 10 picas wide, flushed left and justified. In a body copy,
there will always be a line of space to separate the paragraphs. There should
also be no indications at the start of the paragraph. In order to create an
effective manual, basic guidelines for setting type should be followed so that
the overall look and structure will be unified among the Dubai World Cup
graphic standard manual.
10/13
6/11
7/12
10/13
3 . 1 Letterhead
3 . 2 Business Card
3 .3 Envelope
3 .4 Mailing Label
21 Stationery
// 3.0Stationery
22 Stationery
23 Letterhead
The letterhead has been designed to aim for a cleaner, precise
and professional look. Through the Dubai World Cup letterhead,
we are able to communicate all the necessary information. The
basic design of the letterhead can be adapted to use at its offices
or corporate units. It can also be utilized with or without personal
information. Measuresments and guidelines presented above
should be followed to achieve the proper US letter layout size.
Letterhead3.1For printing in full 100 % black, PMS equivalent Black 2C. In
four color process printing, Dubai World Cup’s identity can be
simulated with the combination of 10% Cyan, 50% Magenta,
0% Yellow and 10% Black. Dubai World Cup Black is simualted
with 100% Black. Other colors included in the Dubai application
includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and
Pantone DS 158-3U Green.
STEVE JOBS
Februar y 10 , 2010
Dear John Smith ,
The Duba i Wor ld Cup i s a Thoroughbred horse race he ld annua l ly s ince 199 6 and f rom
2010 at the Meydan Racecourse in the c i t y of Duba i , Un i ted Arab Emirates . The annua l
horse race i s operated th rough the Emirates Horse Rac ing Author i t y whose Cha i rman
i s She ikh Mansour b in Zayed A l Nahyan , M in is te r of the Pres ident ia l Af fa i r s of Un i ted
Arab Emirates , Duba i .
The race was the creat ion of the Ru le r of Duba i She ikh Mohammed b in Rash id A l
Mak toum who owns Dar ley Stud & Godolph in Rac ing , one of the wor ld ’s lead ing
thoroughbred breed ing and rac ing operat ions . Par t of the Duba i Wor ld Cup N ight
of races , i t has a purse of USD 10 mi l l ion s ince 2010 , mak ing i t the wor ld ’s r ichest
horse race . I t i s a Group 1 f l a t race on Tapeta Foot ings sy thet ic sur face for Nor thern
Hemisphere Thoroughbred four-year-o lds & up and for Southern Hemisphere
Thoroughbred three -year-o lds & up run over a d is tance of 2 ,0 0 0 metres in late March .
The race ’s f i r s t winner was the future Un ited States Ha l l of Fame thoroughbred , C igar,
owned by A l len E . Pau lson . A p laque honor ing that hangs outs ide the barn of B i l l Mot t
at Be lmont Park . In 20 0 6 the Duba i Wor ld Cup was broadcast l ive on T VG Network
and HRT V and taped late r fo r showing on ABC . I t was the f i r s t t ime that the race was
shown on nat iona l T V in the Un ited States .
In 2010 , the Duba i Wor ld Cup was he ld at the new Meydan Racecourse on March 27.
The 2010 Duba i Wor ld Cup was the 14th runn ing of the Duba i Wor ld Cup . The
race took p lace on March 27, 2010 , and was te lev ised in the Un ited States on the
ABC te lev is ion network and in the Un ited K ingdom by Channe l 4 , whose coverage
at trac ted cr i t ic i sm for f in i sh ing before the winner was conf i rmed .
Th is event marks the r ichest horse race in the wor ld with a purse of $ 10 ,0 0 0,0 0 0. I t
was the f i r s t t ime that the event was he ld at the Meydan Racecourse . The race was
won by G lór ia de C ampeão f rom L izard ’s Des i re and A l lyba th ree -way photo f in i sh .
S incere ly,
Emirates Horse Rac ing Author i t y
27.9
21.5
0.1
0.1
2.2 3.0
0.4
DUBAI WORLD CUP
Al Rigga, Clock Tower
Dubai , United Arabs Emirates
24 Business Card
Business Card3.2Size: 3.5” x 2”
Identifier: 2.024” x 0.832”
Legal company name and address: 7/12 points. Gotham typeface
in upper and lower case. The format should stay flushed left. Color:
Dubai World Cup Red for the Identifier and Black for name and
address. Measurement scale should range about 2.5” horizontal
format for the name/address. Paper Stock: Strathmore.
0.1
0.1
2.2
0.4
DUBAI WORLD CUP
Emirates Horse Racing Authority
Founder Sheihh Nahyan
Al Rigga, Clock Tower
Dubai, United Arabs Emirates
25 Envelope
Size: No. 10 Envelope 4.125 x 9.5”
Indentifier: 2.5”
The Dubair World Cup envelope is to be utilized by using upper
case and lower case. The format is to be kept flushed left with
normal letter spacing, optical. Envelope Color: Dubai World Cup
Red. Pantone DS310-1U with the transparency of 35. Text Color
stays 100% Black. Pantone DS 219-1U.
Envelope3.3
10.4
12.05
0.1
0.1
2.2 3.0
0.4
DUBAI WORLD CUP
Al Rigga, Clock Tower
Dubai , United Arabs Emirates
26 Mailing Label
Mailing Label3.4Size: 4.5” x 3”
Indentifier: 2.5”
Legal company name and address: 7/12 points. Gotham typeface
in upper and lower case. The format should stay flushed left.
Color:Dubai World Cup Red for the Identifier and Black for name
and address. Horizontal format for the name and address. Paper
Stock: Strathmore.
0.1
0.1
2.2
0.4
3.0
DUBAI WORLD CUP
Al Rigga, Clock Tower
Dubai , United Arabs Emirates
4. 1 Umbrella
4. 2 Key Chain
4.3 T-Shirt
4.4 Brief Case
4. 5 Pen
4.6 Lighter
4.7 Mug
4.8 Shopping Bag
4. 9 Truck
4.10 B i l lboard
27 Applications
// 4.0Applications
28 Applications
29 Umbrella
Umbrella4.1
30 Key Chain
Key Chain4.2
31 T-Shirt
T-Shirt4.3
32 Brief Case
Brief Case4.4
33 Pen
Pen4.5
34 Lighter
Lighter4.6
35 Mug
Mug4.7
36 Shopping Bag
Shopping Bag4.8
37 Truck
Truck4.9
38 Billboard
Billboard4.10