details to dewa dubai All of the details are copyrighted. Used for Design Competition Handle with care A pDF is attached in case of further details. Csn also be found on the dewa website.

1. DEWA
Quick guide
2013

2. INTRODUCTIONCONTENTS
Brandmark 04
Colour Palette 06
Typography 07
Graphic Devices 08
Photography 09
This is a quick guide describing the
basic elements of our brand identity
system. Adhering to these guidelines
is essential to maintaining DEWA’s
image in a coherent, consistent, and
professional manner. Our identity
must be applied appropriately across
all internal and external touchpoints.
These guidelines will provide you with
all branding elements that will help us
successfully build and promote DEWA’s
image positively. For more detailed
explanations please refer to the full
brand guidelines.
Tone of voice 09

3. FOR GENERATIONS
BRAND MOTTO
BRAND MISSION BRAND VISION
A SUSTAINABLE
DEWA Quick Guide
04
UTILITY
WORLD-CLASS
TO COME
Meeting customer
satisfaction and promoting
Dubai’s vision through
delivery of electricity and
water services at a world-
class level of reliability,
efficiency, safety and
environment by a competent
workforce and effective
partnerships; supporting
resources sustainability.
DEWA Quick Guide
Brandmark
BRANDMARK SYMBOLARABIC WORDMARKENGLISH WORDMARK
Dual Language
Brandmark
English Acronym
Brandmark
Dual Acronym
Brandmark
Brandmark Formats
** INTERNAL USE ONLY ** INTERNAL USE ONLY** INTERNAL & EXTERNAL USE
** INTERNAL & EXTERNAL USE
The primary brandmark for DEWA is constructed of three elements, the brand symbol,
the Arabic wordmark, and the English wordmark. The brandmark should always be taken
from the master artwork files provided and NOT be adjusted. Additional formats are
shown here, and should be used whenever the primary brandmark is not suitable for use.
The primary brandmark for DEWA should ONLY be used in conjunction with the
Government of Dubai brandmark.
** ALWAYS TO BE USED WITH GOVERNMENT BRANDMARK
THE BIG IDEA

4. DEWA
DEWA
DEWA
DEWA
DEWA
DEWA
DEWA
DEWA
DEWA Quick Guide
06
DEWA Quick Guide
Dont’s
Do not rotate the brandmark
or use at an angle
Do not change the colours
of the brandmark
Do not change the
proportions of the brandmark
or distort the brandmark in
any manner
Do not create a new colour
version of the brandmark
Do not change the wordmark
in any manner
Do not crop the brandmark Do not use the brandmark on
a coloured background or on
a background that makes the
brandmark illegible
Do not rearrange any of the
brandmark elements
DEWA Quick Guide
Colour Palette
CORPORATE PALETTE
CORPORATE PALETTE
BUSINESS PALETTE
BUSINESS PALETTE
HOME CONSUMER PALETTE
HOME CONSUMER PALETTE
Pantone
361C
CMYK
80.0.98.0
RGB
52.178.51
Pantone
348C
CMYK
97.2.98.12
RGB
0.133.66
Body
copy
CMYK
0.0.0.75
RGB
109.110.113
Pantone
2995C
CMYK
83.1.0.0
RGB
0.169.224
Large
headlines
CMYK
0.0.0.50
RGB
147.149.152
Pantone
2995C
CMYK
83.1.0.0
RGB
0.169.224
Graphic
device
CMYK
0.0.0.30
RGB
188.190.192
Pantone
192C
CMYK
100.68.0
RGB
255.14.73
Pantone
300C
CMYK
100.44.0.0
RGB
0.104.189
Pantone
361C
CMYK
80.0.98.0
RGB
52.178.51
Pantone
361C
CMYK
80.0.98.0
RGB
52.178.51
40%
20%
20%
10%10% 5%15%
40%
10%
30%
40%
10%
30%
30%
The DEWA colour palette reflects the DEWA brand approach - bright & fresh.
There are three variations on the colour palette - to be used depending on
the stakeholder that a piece of communication is targeted to.
To ensure consistent and accurate reproduction always ensure that the brandmark guidelines are
adhered to. The master artwork files must be used in their original format at all times. Below are a few
examples of what not to do:
COLOUR USAGE

5. FS Truman
Bold
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,/;’][=-!@£$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,/;’][=-!@£$%^&*()
DIN Next
Arabic
Medium
Light
‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫ا‬
0987654321 ‫ي‬ ‫و‬ ‫ه‬ ‫ن‬ ‫م‬ ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬
‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫ا‬
0987654321 ‫ي‬ ‫و‬ ‫ه‬ ‫ن‬ ‫م‬ ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬
Lucida Sans
Unicode
Bold
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,/;’][=-!@£$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,/;’][=-!@£$%^&*()
Tahoma
Arabic
Bold
Regular
‫خ‬‫ح‬‫ج‬‫ث‬‫ت‬‫ب‬‫ا‬
‫ص‬‫ش‬‫س‬‫ز‬‫ر‬‫ذ‬‫د‬
‫ف‬‫غ‬‫ع‬‫ظ‬‫ط‬‫ض‬
‫و‬‫ه‬‫ن‬‫م‬‫ل‬‫ك‬‫ق‬
DEWA Quick Guide
Typography
ABCDEFG
HIJKLMN
PQRST
VWXY
ABCDEFG
HIJKLMN
OPQRSTUV
WXYZ
DEWA Quick Guide
08
Our typographic approach has a clear and simple direction – free of clutter and pure in its delivery. FS Truman
and DIN Next are the primary typefaces for English & Arabic with Lucida Sans & Tahoma Arabic as the system
safe typefaces. Tahoma is only used when restrictions do not allow the use of the primary Latin typeface and
Lucida Sans Grande is only used when restrictions do not allow the use of the primary Arabic typeface.
Our
ene
Our life
energy
DEWA Quick Guide
Graphic Device
The graphic device should be used minimally on external communications for
consumers and business. There are several different formats for the graphic
device which should always be taken from the master artwork files provided.
These can be used through a variety of crops and sizes to suit a variety
of applications.
Graphic device 1
Graphic device 2
Graphic device 3
Do not change the
proportions or
distort the graphic
device
Do not redraw or
adjust the graphic
device form
Do not change
the colours of the
graphic device
Do not rotate
the device
Do not run type
across white whole
of the graphic
device
Do not mark
imagery into the
green areas of the
graphic device
Do not use more
than one graphic
device on a
single plane or
surface of any
communication
Do not use the
brandmark over
the green area of
the graphic device
Primary
Secondary
Dont’s

6. DEWA Quick Guide
Photography
DEWA Quick Guide
Tone of voice
Product
Business
Home
DEWA Quick Guide
10
Below is an overview of the DEWA brand photography.
Please see the following pages for further imagery on each sector.
Below shows the key principles driving tone of voice for each stakeholder:
Engaging
Professional
Respectful
Approachable
Supportive
Dynamic
Approachable
Supportive
Dynamic
Credible
Professional
Enabler
Emirati
Respectful
Expert
Responsible
Collaborative
Emirati
CORPORATE
INDUSTRIAL/COMMERCIAL
SUPPLIERS & PARTNERS
EMPLOYEES
GOVERNMENT
HOME CUSTOMER
SOCIETY

7. The brand guidelines belong to M&CC, for any enquiry,
please contact us on dewabrand@dewa.gov.ae
Copyright DEWA ©2013