Many companies in Dubai start with a logo and add everything else as they go. A business card here, a signboard there, a company profile designed by whoever was available that month. A few years later the company looks slightly different everywhere it appears. A corporate identity project fixes that by designing the parts together and recording the rules.
Use this checklist to scope a new identity, to brief an agency or to audit the one you already have.
Corporate identity, logo and brand
The three terms are often used as if they mean the same thing. They do not.
- The logo is the mark: a symbol, a wordmark or both.
- The corporate identity is the visual and verbal system built around the logo, and the rules for applying it.
- The brand is what people think and feel about the company, shaped by the identity but also by the product, the service and every conversation.
A corporate identity project designs the second of these. It works best when the strategy is clear first: who the company serves, what it stands for and how it should come across. If that is still unsettled, start with brand strategy.
The core elements
- Logo set. A master logo plus the versions you will need: horizontal and stacked, a symbol on its own, single colour and reversed out of dark backgrounds.
- Arabic and English lockups. How the two names sit together, and how each is used alone. Plan the Arabic as part of the design, not as a translation added later.
- Colour palette. Primary and secondary colours with values for print and screen, so the same colour comes out right on paper, signage and websites.
- Typography. English and Arabic typefaces that work together, with rules for headings, body text and documents. Check the licences cover how you will use them.
- Graphic elements. Patterns, shapes, icons or frames that make the identity recognisable even without the logo.
- Imagery. The style of photography and illustration, and what to avoid.
- Tone of voice. How the company writes, in both languages.
The applications
An identity proves itself on the things people actually see. List the applications your business uses and design the important ones as part of the project, so the rules are tested on real items.
| Area | Typical items | What to check |
|---|---|---|
| Stationery | Business cards, letterheads, envelopes, email signatures. | Arabic and English versions, and editable templates for letters. |
| Documents | Company profile, presentations, proposals, invoices, reports. | Templates your team can edit without breaking the layout. |
| Digital | Website, social media profiles, digital ads, favicon. | The logo reads clearly at very small sizes. |
| Premises | Shopfront or building signage, reception, interior graphics, wayfinding. | Viewing distance, lighting, materials, and approvals from your landlord or the relevant authority. |
| Vehicles | Vans, trucks, cars and delivery bikes. | Layouts for each vehicle type and any required markings. |
| People | Uniforms, ID cards, lanyards. | How the logo works when embroidered or printed on fabric. |
Our identity for Trus Holding was carried through logo construction, colour, architectural signage and container trucks. For Mednoora, the identity runs from stationery to van livery and signage.
Guidelines people actually use
Brand guidelines are only useful if the people producing your materials read them. Keep them short and practical. Show correct and incorrect use with examples, give exact colour values and minimum logo sizes, and include ready-made templates where possible. A signage contractor, a printer and a new marketing hire should each be able to find what they need in a few minutes.
Treat the guidelines as a living document. When you add a new application, such as a new vehicle type or an exhibition stand, add it to the guide so the next supplier has a reference. Our brand guidelines service covers this in more detail.
Files you should receive
- Vector logo files for print and signage, and PNG and SVG files for screens.
- Every logo version, in full colour, single colour and reversed.
- Arabic and English versions of every lockup.
- A colour reference with print and screen values.
- Font names and licence information.
- The guidelines document and any templates, in editable formats.
Confirm in the agreement that you own the final artwork once fees are paid. Registering the logo as a trademark is a separate legal step, so check the process with the relevant authority or a trademark adviser.
Groups and sub-brands
Holding companies and family groups have an extra question: how should the companies in the group relate to each other? Some groups give every company the same identity with a different name. Others give each company its own identity with a light link back to the parent. The right answer depends on whether the group name helps or confuses customers of each business. Our brand architecture work deals with exactly this question.
Common mistakes
- Designing the logo alone and leaving every application to be worked out later.
- Adding the Arabic name as an afterthought, so it never quite fits the English.
- Picking colours on screen without checking how they print or how they look on signage.
- Guidelines that are long, hard to search and never sent to suppliers.
- Not receiving the source files, so every future change depends on the original designer.
Frequently asked questions
Is corporate identity only for large companies?
No. A small company needs fewer applications, but it still benefits from a consistent logo set, colours, typefaces and a short guide. The scope should match the business.
Can we keep our logo and update the rest?
Often, yes. If the logo still works, an agency can refine it and build a fuller system around it. That can be quicker and less disruptive than a complete rebrand.
Does a corporate identity quote include signage and printing?
Usually not. Design and production are priced separately because production depends on quantities, materials and installation. Ask each agency what is and is not included.
How Abcon can help
Abcon designs corporate identities in Arabic and English, from the logo set and guidelines to stationery, signage, vehicles and documents. See our corporate branding service and our portfolio, or talk to us about your identity.
For practical support with this decision, explore our brand identity and corporate and group branding services. Each page explains the scope, how we work and what to consider before commissioning the work. Talk to us about your business challenge.
