Brand Use

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

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

There are two key variants of the brandmark for both English and Arabic, and a single brand icon that can be used independent of the full brandmark.

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.

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 are the basic principles when utilising the Leap brand together with partner brands.

There are three specific hierarchies that the brand can be used with external brands.

1. Leap as the primary brand with partner brands playing a secondary role.
2. Leap brand with equal weighting with the primary brand.
3. The Leap brand featured in communications of another brand.

These principles apply all brand executions, across events, digital applications and marketing comms.

The following is the brand colour palette for Leap and a guide to the ratio of colours that can be used across brand application. 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. Sentence case creates a differentiation between DIFC and Leap – when written in body copy.

3. Leap in sentence case cannot be confused as being an acronym.
The following are examples of how Leap should be written within copy or set in applications.

The following is a breakdown of how and what is allowed to be created graphically for the Leap design language.

Core components: Illustration
The following are the basic core components for creating a graphic communication for Leap. Below are the basic forms that can be used individually or as a combination of multiple items to communicate an idea or enhance a brand message:

1. Straight line graphic
2. Circular node graphic
3. Concentric circles
4. Diamond shape

These elements should act as a starting point to create both simple and complex graphic illustrations that aid in representing both concepts and specific services. These illustrations should be used with restraint – primarily to be used within brand specific messaging across social media, and digital applications.

The Start Forward device should be used sparingly across communication. Use it as a device to indicate a category or subject matter, or to indicate a key message or headline, always being used in conjunction with typography or imagery or graphic content.
This device can be used independantly but should never become a primary element for the brand.

This device can be used as motion device across animations and marketing videos to reveal messaging and animate the appearance of typography across a screen.

What not to do.

This element should NEVER be used or recreated into a pattern.– Avoid using anything other than the primary colour palette in combination with device.– Avoid using this as a graphic component within the wider graphic language unless using it to indicate a message or typographic feature or information.

Rollover and click to download graphic device.

The break device should be used to segment and create hierarchy across layouts to aid in communicating ideas and information clearly. This device is constructed using the same angle as used within the Leap brandmark. It should be used sparingly never more than twice within the same layout. This ensures the component remains a tertiary element, and does not become a dominant graphic device.

Should additional line breaks be required – for example in large information graphics or data sets, then its use can be expanded – HOWEVER care should be taken whereby primary information is highlighted or segmented using the break device, while secondary data or information utilising a standard horizontal line.

The weight of the break device should be limited to 1-2pts but can be adjusted for large format marketing collateral for example on outdoor screens or billboards.

Rollover and click to download break device.

Iconography plays a tertiary role for the visual brand identity of Leap.

Iconography should NOT become a dominant component of the brand, only being used to enhance and aid the communication of an idea or subject matter and NEVER become the lead or primary element of a piece of communication.

The role of the icon should be limited to conveying information on sub-section or to simplify and add visual cues to a information graphic.
Shown here are a small set of icons – indicating the form and style that should be adopted.

Icons should have linear, geometric and minimal flat feel in design and use common used shapes and representations that are commonly known and understood.

The following are a selection of icons indicating the style and form that should be adopted for iconography used across all brand collateral.