UD52 SummaryGuidelines 200923

52ND UNION DAY
Brand Guide Summary
2023
UD52 SUMMARY GUIDELINES
TITLE INTRO
04 UD52 BRAND APPROACH

05 RESEARCH & INSPIRATION
06 UD52 AS A SUSTAINABLE BRAND
BRAND ASSETS
09 TYPOGRAPHY
10 COLOR SCHEME
11 COLOR SYSTEM
13 FINISHES & MATERIALS
14 BASE SADDU GRID
15 PRIMARY GRAPHIC ELEMENTS
33 SECONDARY GRAPHIC ELEMENTS
51 PHOTOGRAPHY
56 ANIMATION
VISUAL LANGUAGE
59 GRAPHIC SYSTEM
63 BRAND APPLICATIONS
2023
52ND UNION DAY
INTRO
2023
INTRO
UD52 Brand Approach
A desert of dreams, a sky of hope and an ocean of limitless

opportunities is what the Sadu weaver inspires from. This scenic
brilliance is elevated into a story, one that is told through threads
of wisdom, tradition and respect.
This year’s Union Day celebrates the Emirates and its people, in
the realms of the past, the preset and the future through patterns
and patterns of achievement. Al-Sadu takes the reign in this year’s
brand and weaves the story of a promising and hopeful tomorrow.
Through sustainable growth and a conscious use of our limited

natural resources, the UAE has proven to be most innovative and
resourceful, and for this we acknowledge and honor the hands that
weave and work tirelessly for the betterment of a great nation and
its promising future generations.
VALUES / PRINCIPLES
TRUE TO THE UAE

SUSTAINABLE
INCLUSIVE
FUTURE-DRIVEN
04
CELEBRATION
UNITY
RESEARCH & INSPIRATION
05
INTRO
UD52 as a Sustainable Brand
Many points were taken into consideration

when designing the UD52 brand, in order to
work towards a sustainable path.
Less white space Less ink Environmentally-friendly paper Sustainable printing company
Filling up white space with the design elements to Carefully choosing the colours to use, as well as Using the highest percentage of recycled content Selecting a printing company that takes into
reduce the amount of paper. minimizing the areas of solid ink and the number possible in the materials used for printing. consideration important sustainable measures
of inks used. within their printing process.
06
INTRO
Moodboard
07
52ND UNION DAY
BRAND ASSETS
2023
BRAND ASSETS
Typography
Primary Font Selection Secondary Font Selection
Link to asset
ARABIC ARABIC ENGLISH
The brand uses the Official Union Day typefaces. 29LT ZARID SANS G-Slides: G-Slides:
Version Regular & Bold only
TAJAWAL HELVETICA
Each design approach uses this set of fonts in a
Version Light & Bold only Version Light & Bold only
unique way that caters to its concept in a ENGLISH
sustainable manner. IMPACT
AKZIDENZ GROTESK STD MS Word: For Titles and Numerals
Version Light & Bold Condensed only
The choice and use of type is mainly focused on 29LT ZARID SANS
saving ink without compromising the quality of the Version Regular & Bold only MS Word:
graphic concept, through using the condensed NUMERALS FOR TITLES IN
BOTH LANGUAGES AKZIDENZ GROTESK STD
versions of the selected typeface. Version Light & Bold Condensed only
AKZIDENZ GROTESK STD
NUMERALS FOR TITLES IN
BOTH LANGUAGES
AKZIDENZ GROTESK STD

09
BRAND ASSETS
Neutral Shades Flag Colors
Color Scheme
Link to asset
Color extracted from sand & soil colors from

different places from the UAE & the sdg’s
Complementary Colors - Sand & soil from UAE
Complementary Colors - SDG’S
10
BRAND ASSETS
Color System - Print usage Level 1 Level 2

Die Cut Elements & Blind Deboss (Avoiding The Use Of Ink) 1 Ink Per Layout (Reducing The Use Of Ink)
The color system design to be sustainable by

divided into two categories: Print & Digital usage.
Each of these categories are focus in use less ink
and to create weightless files.
Level 3 (exception)
1 Ink + Image
11
BRAND ASSETS
Color System - Digital usage Level 1 Level 2

1 Ink Per Layout (Reducing the file weight) 2 Ink (Reducing the file weight)
The color system was design to be sustainable by

divided into two categories: Print & Digital usage.
Each of these categories are focus in use less ink
and to create weightless files.
Level 3
2 Ink + Image
12
BRAND ASSETS
Materials and Finishes Eco Friendly Papers Finishes

Die Cut Elements and Deboss /
Avoiding the use of ink
The materials and papers used for the UD52 brand

system are recycled and/or made from sustainable
materials.
For the finishes, in order to avoid the using of ink, it

is suggested to add die cut and/or deboss elements
to the designs. Supplier: Supplier:
Griffin Graphics Dar al Ummah Suppliers
(UAE) (UAE)
Century Super White Keaykolor Chalk

100% Recycled 250 gsm
A uncoated paper, that managed to unify quality and
respect for the environment with a wide range of gsm Conq Recyd Brilliant white laid
and available in the UAE - 80, 100,170, 250, 300, 350 300 gsm
Recyco white
300 gsm
Impact
300 gsm
Neenah Env pc
270 gsm
13
BRAND ASSETS
Base Grid for Sadu Elements
Inspired by the idea of weaving the UAE 52 years of

history. To portray the Al Sadu style we use the
modular grid used to create real weaved pieces.
From this grid, all the graphic Sadu elements were

developed.
14
BRAND ASSETS
Primary Graphic Elements

52 Main
Link to asset
Inspired by the idea of weaving the UAE 52 years of

history. To portray the Al Sadu style we use the
modular grid used to create real weaved pieces.
This element can be used in any of the brand colors

based on the layout it is present in.
Minimum Sizes:
Digital
h 200 px
width is respective to form
Print
h 20 mm
15
BRAND ASSETS
A. B. C.

52 Main – Variants
Link to asset
The 52 element has three variants that expand the

graphics, inspired by the real Al Sadu weaves.
A. Weave up / down
B. Weave down
C. Weave up

Minimum Sizes:
Digital
h 200 px
Print
h 20 mm
16
BRAND ASSETS SADU 01A SADU 02A SADU 03A

52 Secondary A
Link to asset
As complementary elements, the 52 has different

secondary connection graphics, all of them with the
complementary variants with Al Sadu weave
extensions upwards and downwards.
This elements can be used in any of the brand

SADU 04A SADU 05A SADU 06A
colors based on the layout it is present in.
Minimum Sizes:
Digital
h 200 px
Print
h 20 mm
17
BRAND ASSETS

52 Secondary A – Variants
Link to asset
The 52 Secondary elements have three variants

that expand the graphics, inspired by the real Al
Sadu weaves.
B
A. Weave up / down
B. Weave down
C. Weave up

Minimum Sizes:
Digital
h 200 px
width is respective to form C
Print
h 20 mm
18
BRAND ASSETS SADU 01B SADU 02B SADU 03B

52 Secondary B
Link to asset
As complementary elements, the 52 has different

secondary connection graphics, all of them with the
complementary variants with Al Sadu weave
extensions upwards and downwards.
This elements can be used in any of the brand

SADU 04B SADU 05B SADU 06B
Minimum Sizes:
Digital
h 200 px
Print
h 20 mm
19
BRAND ASSETS

52 Secondary B – Variants
Link to asset
The 52 Secondary elements have three variants

that expand the graphics, inspired by the real Al
Sadu weaves.
B
A. Weave up / down
B. Weave down
C. Weave up

Minimum Sizes:
Digital
h 200 px
width is respective to form C
Print
h 20 mm
20
BRAND ASSETS

52 Dynamic Element
As a dynamic brand, the different secondary 52

elements can be used to make animated gifs on
digital applications.
21
BRAND ASSETS

Mini UAE Flag Main
Link to asset
This flag element follows the UAE official flag
guidelines and cannot be changed in any form at
all.
Following national flag protocol guidelines, this

element can only be aligned to the top half of a
layout, not to be used on the bottom half of a
composition.
Minimum Sizes:
Digital
w 100 px
H 50 px
Print
w 10 mm
H 5 mm
22
BRAND ASSETS

Mini UAE Flag Main
Link to asset
This flag element follows the UAE official flag
guidelines and cannot be changed in any form at
all.
Following national flag protocol guidelines, this

element can only be aligned to the top half of a
layout, not to be used on the bottom half of a DO NOT PLACE
composition. THE FLAG AT THE BOTTOM
OF ANY COMPOSITION
The approximate size of the flag should be of about

10% of the total area in the layout.
It should always be used in full color, as shown in

the image.
Minimum Sizes:
Digital
w 100 px
H 50 px
Print 23
w 10 mm
H 5 mm
BRAND ASSETS

UD Main – Positives ARABIC / ENGLISH
WITHOUT FRAME
Link to asset
To portray the Al Sadu style we use the modular

grid used to create real Al sadu pieces.

Minimum Sizes:
ARABIC / ENGLISH
WITH FRAME
Digital
w 200 px
height is respective to form
Print
w 20 mm
24
BRAND ASSETS

UD Main – Negatives ARABIC / ENGLISH
WITHOUT FRAME
Link to asset


Minimum Sizes:
ARABIC / ENGLISH
WITH FRAME
Digital
w 200 px
Print
w 20 mm
25
BRAND ASSETS

UD Main – Positives ARABIC
WITH FRAME
Link to asset


Minimum Sizes:
ENGLISH
WITH FRAME
Digital
w 200 px
Print
w 20 mm
26
BRAND ASSETS

UD Main – Negatives ARABIC
WITH FRAME
Link to asset


Minimum Sizes:
ENGLISH
WITH FRAME
Digital
w 200 px
Print
w 20 mm
27
BRAND ASSETS
ARABIC / ENGLISH
WITH FRAME &
Primary Graphic Elements SADU ELEMENTS
UD Secondary – Positives
Link to asset


ARABIC WITH FRAME

& SADU ELEMENTS
Minimum Sizes:
Digital
w 200 px
Print
w 20 mm ENGLISH WITH FRAME
height is respective to form & SADU ELEMENTS
28
BRAND ASSETS
ARABIC / ENGLISH
WITH FRAME &
Primary Graphic Elements SADU ELEMENTS
UD Secondary – Positives
Link to asset


ARABIC WITH FRAME

& SADU ELEMENTS
Minimum Sizes:
Digital
w 200 px
Print
w 20 mm ENGLISH WITH FRAME
height is respective to form & SADU ELEMENTS
29
BRAND ASSETS
HORIZONTAL
Primary Graphic Elements ENGLISH
UD Strips
Link to asset


HORIZONTAL
ARABIC
30
BRAND ASSETS
VERTICAL
Primary Graphic Elements ENGLISH
UD Strips
Link to asset


31
BRAND ASSETS

Hero Element
Link to asset
Inspired by the idea of the weaving as a way of
communication being these elements the thread
language.
Arabian Horned Water Wind
These elements can be used in any of the brand
Image Background Solid Background
Sand Storm Desert
32
BRAND ASSETS SQUARE VERTICAL
Secondary Graphic Elements

Sadu Frames
Link to asset
A set of graphic frames inspired by the weaver

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
33

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
34

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
35

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
36

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
37

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
38

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
39

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
40

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
41

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
42

Sadu Frames
Link to asset

surroundings.

HORIZONTAL
SINGULAR ELEMENTS
43
BRAND ASSETS

Threads
Link to asset
Inspired by our ancestors’ use of stars and

astrology as a guide to their travels.

44
BRAND ASSETS

Reused Elements – Solid Compositions
Link to asset
A double sustainable process that gives the

masked elements of the Year of Sustainability brand
a second life.
Inspired in the concept of Togetherness & Al sadu

process how the women weavers get together to do
Al sadu and share poems & stories

45
BRAND ASSETS

Reused Elements – Solid Compositions
Link to asset

a second life.


46
BRAND ASSETS

Reused Elements – Masked Circular
Link to asset

a second life.

47
BRAND ASSETS

Reused Elements – Masked Circular
Link to asset

a second life.

48
BRAND ASSETS

Solid Singular Elements
Link to asset

a second life.

Solid Background
49
BRAND ASSETS

Stroke Singular Elements
Link to asset

a second life.

Image Background
50
BRAND ASSETS MASKED RADIAL EFFECT
Photography
Link to asset
Through masking, radial effect, glowing

edges and sharp edges treatments.
It is advisable to use the photos in small

sizes, where applicable, to reduce the use
of ink in a certain layout.
GLOWED EDGES SHARP EDGES
51
BRAND ASSETS 1. 2. 3. / 4.
Photography
Toolkit – Masked
Link to asset
Steps for masking a photograph for the

ND52 brand:
1. Add the image to an Adobe

Illustrator file.
2. Select and add a photography

mask element, and place it on
top of the photograph.
3. Right click con the graphic

element, selecting both
(photograph and element).
4. Select Make Clipping Mask, on

the drop-down menu.
52
BRAND ASSETS
Photography
Masks
Link to asset

a second life.
53
BRAND ASSETS 1. 2. 3.
Photography
Toolkit – Radial Effect
Link to asset
Steps for radial effect on a photograph for

the ND52 brand:

Illustrator file.
2. Select the image and on the

Adobe Illustrator menu, go to:
Effect > Blur > Radial Blur…
3. In the Radial Blur dialog box, a. b.

select the values:
Amount: 48
Blur Method: Spin
Quality: Best
Drag the blur center to the top
left corner (a) or to the center of
the image (b).
4. Click Ok
54
BRAND ASSETS 1. 2. 3. / 4. / 5.
Photography
Toolkit – Radial Effect
Link to asset
Steps for radial effect on a photograph for

the ND52 brand:

Illustrator file.
2. Trace a rectangle on the edge

that will have the glow.
3. Select gradient tool.
4. On the Gradient Tool dialog box,

select the color of the
background from the color
scheme.
5. Opacity 0% on the inside side,

and 100% on the edge side.
55
BRAND ASSETS
Animation
Different animation styles and examples for the

brand elements.
52 & ND Sadu Elements Frames Circular & Reused Elements
56
BRAND ASSETS
Animation
Different animation styles and examples for the

brand elements.
Text Element Solid Shapes Layout Compositions
57
52ND UNION DAY
VISUAL LANGUAGE
V01 SEP 25 2023

VISUAL LANGUAGE
Graphic System
The graphic system for the UD52 brand is designed

to have the least blank spaces possible. This in
order to utilize the most of the layouts and by doing
so, reduce the amount of material used on printed
media.
59
VISUAL LANGUAGE
Graphic System
Link to asset
1 Ink Design Layouts Look & Feel
The layouts are divided in 3 levels 1 ink design,

2 ink design, 1 or 2 ink design + image
60
VISUAL LANGUAGE
Graphic System
Link to asset
2 Ink Design Layouts Look & Feel

61
VISUAL LANGUAGE
Graphic System
Link to asset
1 ot 2 Inks Design Layouts + Images Look & Feel

62
VISUAL LANGUAGE
Brand Applications
Tote bag
63
VISUAL LANGUAGE
Brand Applications
Pin
64
VISUAL LANGUAGE
Brand Applications
Social Media
65
THANK YOU V01 SEP 25 2023

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52ND UNION DAY

Brand Guide Summary

04 UD52 BRAND APPROACH

A desert of dreams, a sky of hope and an ocean of limitless

Through sustainable growth and a conscious use of our limited

TRUE TO THE UAE

RESEARCH & INSPIRATION

Many points were taken into consideration

ARABIC ARABIC ENGLISH

AKZIDENZ GROTESK STD

Color extracted from sand & soil colors from

Complementary Colors - Sand & soil from UAE

Complementary Colors - SDG’S

Color System - Print usage Level 1 Level 2

The color system design to be sustainable by

Color System - Digital usage Level 1 Level 2

The color system was design to be sustainable by

Materials and Finishes Eco Friendly Papers Finishes

The materials and papers used for the UD52 brand

For the ﬁnishes, in order to avoid the using of ink, it

Century Super White Keaykolor Chalk

Base Grid for Sadu Elements

Inspired by the idea of weaving the UAE 52 years of

From this grid, all the graphic Sadu elements were

Primary Graphic Elements

Inspired by the idea of weaving the UAE 52 years of

This element can be used in any of the brand colors

Primary Graphic Elements

The 52 element has three variants that expand the

This element can be used in any of the brand colors

BRAND ASSETS SADU 01A SADU 02A SADU 03A

Primary Graphic Elements

As complementary elements, the 52 has different

This elements can be used in any of the brand

Primary Graphic Elements

The 52 Secondary elements have three variants

This element can be used in any of the brand colors

BRAND ASSETS SADU 01B SADU 02B SADU 03B

Primary Graphic Elements

As complementary elements, the 52 has different

This elements can be used in any of the brand

Primary Graphic Elements

The 52 Secondary elements have three variants

This element can be used in any of the brand colors

Primary Graphic Elements

As a dynamic brand, the different secondary 52

Primary Graphic Elements

Following national ﬂag protocol guidelines, this

Primary Graphic Elements

Following national ﬂag protocol guidelines, this

The approximate size of the ﬂag should be of about

It should always be used in full color, as shown in

Primary Graphic Elements

To portray the Al Sadu style we use the modular

This element can be used in any of the brand colors

Primary Graphic Elements

To portray the Al Sadu style we use the modular

This element can be used in any of the brand colors

Primary Graphic Elements

To portray the Al Sadu style we use the modular

This element can be used in any of the brand colors

Primary Graphic Elements

To portray the Al Sadu style we use the modular