01 Cohesive
A consistent use of the visual identity in all communication creates a sustainable brand expression. This means that we always use the emblem together with the Al Adaam colour and the the original bespoke typeface Qatar Sans. Each piece is a part of a greater whole and contributes to a design system at scale, with the purpose to strengthen our unified communications efforts.
02 Minimalist
Always strive for a simple and minimalist look. We have a clear identity and we avoid anything that feels complicated.
This means that, to be powerful, we use few primary identity carriers instead of many elements. Use a single, all-encompassing picture instead of several small ones, maximise the space for the type settings in Qatar Sans and use the grid system to structure the design consistently. This way we’ll be clear in our communication.
03 To the Point
While remaining consistent, use the design assets and the possible variations of design depending on what you want to achieve with the communication, and where the communication is to be used. Use the nuances built into the identity to stay relevant and in context without losing clarity in the look and feel.
