Brand Use

The following are the approved brandmarks for use across the entire Masarra brand.

Brandmarks should never be modified and always appear in proportion, following the minimum clear space rules whenever possible.

There are two formats of the Masarra brandmark that are available in three variants – English, Arabic and dual language, and a single brand icon that can be used independent of the full brandmark.

In addition to above, the brandmark is available in a number of colour variants as previewed below.

The Leap icon can be used independent of the full brandmark across all applications. This can be implemented over time as brand recognition increases. The Leap icon should NEVER be modified in any manner.

Clear Space
Minimum space rules varies slightly for the brand icon – with the right hand side of the icon requiring less clear space. This ensures the icon is visually balanced within a crop.

The clear space rules can be disregarded when using in digital applications and it is being featured as fav icon or profile image.

Minimum Size
The minimum width for the icon is set at 30px on a 227dpi size screen and should never be featured at a smaller size. This ensures the legibility of the brand icon is always maintained.

Usage
The brand icon should be avoided being over used, and not feature in the same substrate or screen wherever the full brandmark is featured.

In digital applications, both brandmark and brand symbol use should be avoided whenever possible – unless it is a function of a particular application. For example the icon featuring in the browser bar, with the full brandmark featured on the website.

The Masarra word mark can be used independent of the Masarra brand icon. This should only be implemented sparingly in special-use applications OR space restrictive applications only.

Some example of use-cases maybe a specific component of brand stationery such as the word mark on a Pencil, or a component element of a VVIP application.

Clear Space
Clear space is equal to the x-height of the LEAP wordmark and should be adhered to strictly whenever possible. The following is breakdown of the clear space required around each brandmark variant.

Defining Clear Space
1. The x-height of the brandmark is used to determine the clear space.

2. The clear space at top and bottom of the brandmark is equal to a x1 x-height.

3. The clear space at left and right of the brandmark is equal to a x2 x-height.

Minimum Size
The minimum size rules should be adhered to strictly. This will ensure the Leap brandmark is always legible across all applications. Visuals not shown to scale.

Colour Versions
There are two colour variants of the brandmark.

The primary brandmark should always be implemented in the full black colour variant. This should be used across all physical and real world applications such as printed collateral, signage, and architectural applications.

The following is the brand colour palette for Masarra and a guide to the ratio of colours that can be used across all brand applications. The ratios should be followed closely amongst the entirety of an individual application. Judgement should be used when additional impact or differentiation is required within an individual screen or section of a communication.

Rollover and click to download Adobe Illustrator Swatch File.

However as a general rule, the following weights should be primarily used. Note that digital and print use different weights. This ensures better clarity and better alignment of how fonts are viewed on screen vs printed on physical medium.

1. Sentence case is easier to read overall.

2. Maintaining consistency between brandmark word mark and how Masarra is written in body copy and headlines.

Our Masarra pattern of light is a sparkling expression of the multi-faceted nature of our promise and the experiences we aim to deliver.

It is an extension of the Masarra Guiding Star logo’s graphic style, evoking our visual branding, and reminding viewers that we are richly textured, dynamic and varied as a Masarra a new organisation.

The pattern can manifest in a modular way, always built of a square visual components in a repeatable visual system – from extended length muti-coloured ribbons as longer journeys, to shorthand brand tabs that deliver a smarter and more restrained expression. Each square is a section of colour or pattern that takes inference from our logo.

Below is an overview of how the pattern of light can be implemented across the brand.

The pattern of light exists as three different variants;
1. Strip format
2. Minimal strip format
3. Pattern texture format
(12X12 grid – increasing to a maximum of 20X20 grid)

Please always use only the pattern combinations provided, and be discerning in their deployments. They are intended to be evocative and not overwhelming, and must not be overused as wallpapering or in taking precedence over communication messaging and our primary branding.

As a guiding principle the pattern should not become any more 20% of the overall visual execution across the brand on a global level. This does not mean the brand texture can’t be a dominant component on an individual stand alone component across a range of marketing material.

The following is a breakdown of the Masarra Lens graphic device. The Masarra Lens is a secondary component of the brand visual language and plays an integral role across the brand.

The graphic component can be utilised in a variety of situations and is flexible on how it can be applied.

The Masarra Lens is available in a number of different formats:

1. Full circle
2. Half Circle
3. Quarter Circle
4. Quarter Circle (Slatted lines)

These can also be used at 180 degree rotations for the Half Circle, and 90 degree rotations for both the Quarter Circles.

The full circle version of the Masarra Lens can be used as a framing and masking device for imagery and typography as required across all marketing collateral across all print and digital communication.

The full circle version can be utilised across imagery or in combination with the the half circle version only as per the examples shown further down.

The half circle version of the Masarra Lens can be used in the same manner as the full circle version, primarily as a framing and masking device for imagery and typography.

The half circle version can be used independently as an individual component or in combination with the full circle version as per examples shown below.

The half circle can be combined with the full circle to mask the same image, or to mask different images or to hold a fill colour – and can also be used with copy if required.

The quarter circle version of the Masarra Lens has a few distinct differences in how the component functions within the brand language.

The primary use for the quarter circle version of Masarra Lens should primarily be as a component to highlight copy based information – such as title or heading or an important piece of information.

The quarter circle is available in two distinct versions, with four formats each per version.

The quarter circle can be used at any 90 degree angle to hold information, or as a device to lockup information.

The lens when using as a colour block can adopt any of the brand colours that work cohesively with the overall marketing collateral the quarter circle is featured in.

The quarter circle can additionally be used to frame and mask images – however this should only be implemented in extenuating circumstances such as space restrictive marketing collateral.

The following are a selection of examples on how to implement the quarter circle version of the Masarra Lens. The quarter circle version can be used both independently in a layout or in combination with the full circle version.

The quarter circle can adopt any of the brand colours are deemed necessary to further complement the overall composition of marketing collateral.