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.

Click here to download the brandmark without the brand descriptor line of Destination Management Company.

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 further along this chapter.

The Masarra icon can be used independent of the full brandmark selectively as required when there are space restrictions or on merch based applications such as t-shirts / flash drives / stationery giveaways and so forth. The icon should NEVER be modified in any manner.

Clear Space
Clear space rule is set based on using a single quarter circle component from the brand icon itself, and is set equally around each side of the icon.

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

Minimum Size
The minimum width for the icon is set at 70px 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 is permitted.

Click here to download the Favicon

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.

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

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

Defining Clear Space
1. The x-height of the top half (quarter circle) of the brand symbol is used to determine the clear space.

2. The clear space at top 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 x0.75 of the x-height.

4. The clear space at the bottom of the brandmark is equal to x3 x-height from the bottom edge of the brand symbol.

The Masarra brand does not have any restrictions on how the brandmark is positioned within a canvas, object or any form of brand marketing or merchandise.

However it is ALWAYS important to optimise the positioning of the brandmark on a case by case basis.

As a general rule the brandmark should be positioned at either of the top, or bottom corners – on the idea that the location is the most optimised for each specific application.

This naturally is a flexible rule as non-standard applications may require positioning the logo, off centre or aligned based on other external components – for example positioning the brandmark on shirt pocket, or on vehicle livery.

Always ensure clear space is adhered to, the brandmark is legible at the size implemented.

The following is a basic guide to how the brandmark should be aligned with additional brands in co-branded situations. It is important to note that this is just a guide and aesthetic judgement should be used to ensure that co-branded entities have equal or the corresponding level of brand presence required in relationship to the each other brand.

Situation dependant either of the stacked or horizontal brandmark can be used.

For example IF the majority of brands have a horizontal format brandmark, then the Masarra horizontal brandmark should be utilised, with the same rule applying to the stacked brandmark version.

The following are a selection of examples on how the brandmark should be positioned, and sized based on these alignment points. These examples are based on a 50/50 co-branded relationship.

The alignment points to be used should be selected based upon creating the most optimal layout within the application the brands are featured on.

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 across 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.

Typography should always be implemented in a clean and structured manner. Particular attention should be given to the weights used for body copy and headlines.

We recommend Regular weight is used for body copy – with Bold and Light as complementary weights to be used as required to highlight or denote additional information.

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 new destination management company.

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

The pattern of light exists as four different variants;
1. Strip format
2. Minimal strip format
3. Pattern texture format
4. Tab format

Click here to download the Pattern of Light Texture

The pattern can manifest in a modular way, always built of square units – from extended lengths composed of 20 units and more, to shorter formats composed of 10 units or less. The length used can vary based on the ratio of the media the pattern is applied to. Each square is a section of colour or pattern that takes inference from our logo.

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.

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.

Additional usage guides:

1. It is recommended that the strip format always runs full width.

2. The strip format should be no less than 10 units across standard format applications.

3. The strip format should be no longer the 20 units wide across standard format applications.

4. Always crop the strip to a whole unit, and NEVER half crop a square unit. Re-size the strip as a whole to ensure this works.

5. The strip format can be less than 10 units or more than 20 units for non-standard applications (extreme portrait and extreme landscape formats).

6. The strip format should always be aligned to the bottom of the canvas.

The following is a guide to implementing the strip format for extreme sizes in portrait and landscape. These guides specifically apply to applications where the proportions are unusually wide or tall.

As a guide these rules apply to formats that have a ratio that are greater than 2:5 for portrait applications, and greater than 5:1 for landscape applications.

Extreme portrait guides

The following applies to substrate ratios that are greater than 2:5

1. Strip pattern should be no less than 3 units
2. Strip pattern should be no less than 1/25th of the height of the substrate the pattern is applied to

Extreme landscape rules

The following applies to substrates greater than 5:1 for landscape applications

1. Strip pattern should be no less than 1/6th of the height of the substrate the pattern is applied to

The minimal strip is a version of the pattern strip that utilises less units from the pattern. This version can be implemented when applications require a more subtle approach or there is a requirement to hold additional information within the pattern strip – such as logos, URLs or other tertiary level information.

The minimal strip is composed of three units and can both extend or reduce based on the media size or application. some basic guides to implementing across the entirety of the brand.

Guiding principles

1. Three units should always be used.
2. The flowing strip colour can inherit any of the brand colours – including a white coloured strip.
3. The flat colour strip can hold tertiary information as needed.
4. The units should always be aligned right, with the colour banding strip extending to the edge of the canvas.
5. The tertiary palette of the brand can be implemented across the strip as required.

The pattern of light is available as full height texture. This should be used sparingly and never become a dominant component of the over-arching brand.

Usage examples.

1. Pattern used as the inside texture of an envelope.
2. A break page within a document to break up vast pages/screens of content. As guide around 5% of pages may feature the texture as a full height pattern or a more dominant application of the pattern.
3. A texture wall within a branded space, again being used no more than 5% of the overall visual style

Basic rules

1. When cropping the pattern, ensure entire blocks/units are visible as a whole across a substrate.
2. Ensure the texture is made of a minimum of 8 units units in total. This can be cropped both horizontally or vertically dependant on the canvas proportions.
3. Ensure the texture is no more than 16 units in total.
4. Texture can be cropped in any ratio format to fit within a specific space.
5. Ensure the pattern of light texture overall is not too small nor too big. Please check the applications to judge what size you need size the texture at.
6. Texture should be implemented either at full height across a substrate OR for cover no more than 1/2 height of the canvas it is applied to.

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

The quarter circle is available in two distinct versions:
Masarra Quarter Lens Solid: Holds copy
Masarra Quarter Lens Slatted: Highlights copy

The quarter lens can adopt any of the brand colours that work cohesively with the overall marketing collateral the quarter circle is featured in.

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.