Yas Island Brand Guidelines VERSION 1.1 PRIVATE AND CONFIDENTIAL Welcome to the Yas Island brand. The purpose of these Guidelines is to communicate how to apply the brand and its boundaries. Yas Island Brand Guidelines CONTENTS VISION 5 7 5. PHOTOGRAPHY AND IMAGERY 31 32 VALUES Art direction Brush mark POSITIONING 33 OUR IDENTITY 6. TONE OF VOICE Yas Island tone of voice Manifesto 34 35 1. LOGO 9 Our logo 41 Logo matrix 10 11 12 13 14 15 Protecting the logo Minimum and maximum size Logo size 7. CAMPAIGN MESSAGING 42 43 44 45 48 Dream Before Dream After Dream Audiences Logo Positioning Handle with care 2. ENDORSEMENT & SPONSORSHIP 16 8. GRIDS Grid Overview A5 grid 49 50 51 52 53 54 55 Endorsements 17 18 19 20 Endorsement logo positioning Sponsorship A4 grid Sponsorship logo positioning A3 grid A2 grid 3. COLOUR Colour palette 21 22 A1 grid Secondary colours 23 9. LAYOUT EXAMPLES 56 4. TYPOGRAPHY Campaign font 24 25 26 27 28 29 30 Support font Campaign headline typography Campaign type hierarchy Colour and headlines Non campaign Type hierarchy Brand new Yas Island VISION To be a dream destination where people Our vision describes the connection Yas Island aspires to achieve with its visitors and residents on and beyond the Island and will support what lies at the heart of everything that we will do. make the most of their precious time away, their precious time together. To be the place where people experience elation. Brand new Yas Island VALUES AUTHENTIC We are genuine, sincere and human. And we treat all who stay or visit,