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      Brand identity
      TYPES OF
      SMART POLICE STATION
      SPS
      An integrated interactive self-service police station, which offers around-the clock smart security services while maintaining total privacy.
      SPS Walk
      An integrated interactive self-service police station, designed to be a smaller version of the smart police station, which targets walk-in custom...
      SPS Drive
      An integrated interactive self-service police station, designed to be a smaller vehicle friendly version of the smart police station, targeting drive-by...
      SPS Suburban
      A number of integrated interactive self-service police stations located in suburban areas across Dubai. Equipped with designated police patrol cars...
      TYPOGRAPHY
      Our typeface
      We have selected the Dubai font as our core typeface for its easy legibility, versatility of use between English and Arabic (and other language support) and it’s multiple weights. This font can be used across all systems and platforms - print and digital.
      It also has a friendly approachable feel, and was created to express a connection with Dubai’s people and story. Dubai font can be downloaded on www.dubaifont.com
      English: Dubai
      Dubai Light
      AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 123456789!@£$%^&*()–+={}”:<>
      Dubai Regular
      AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 123456789!@£$%^&*()–+={}”:<>
      Dubai Medium
      AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 123456789!@£$%^&*()–+={}”:<>
      Dubai Bold
      AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 123456789!@£$%^&*()–+={}”:<>
      Arabic: Dubai
      Dubai Light
      ا بب تت ثث جج حح خخ د ذ ر ز سس شش صص ضض ط ظ عع غغ فف قق كك لل ٠ ٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ مم نن هه و يي ي<>
      Dubai Regular
      ا بب تت ثث جج حح خخ د ذ ر ز سس شش صص ضض ط ظ عع غغ فف قق كك لل ٠ ٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ مم نن هه و يي ي
      Dubai Medium
      ا بب تت ثث جج حح خخ د ذ ر ز سس شش صص ضض ط ظ عع غغ فف قق كك لل ٠ ٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ مم نن هه و يي ي
      Dubai Bold
      ا بب تت ثث جج حح خخ د ذ ر ز سس شش صص ضض ط ظ عع غغ فف قق كك لل ٠ ٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ مم نن هه و يي ي
      COLOUR
      PALETTE
      Injected with colour
      Conveying our personality, our colours used singularly and together will build an ownable visual language, instantly recognisable and clear.
      Whitespace
      Whitespace is an integral part of our expression. Please make sure to include a high percentage of white in all applications as it supports our clean and simple look and feel.
      Primary colour palette
      Red
      CMYK: C0 M100 Y100 K0
      PMS: Pantone 485 C
      RGB: R255 G0 B0
      Dark Gray
      CMYK: C0 M0 Y0 K75
      PMS: Pantone Cool gray 10 C
      RGB: R100 G101 B105
      Light Gray
      CMYK: C0 M0 Y0 K8
      PMS: Pantone Cool gray 1 C
      RGB: R219 G217 B214
      White
      CMYK: C0 M0 Y0 K0
      PMS: Pantone 485 C
      RGB: R255 G255 B255
      Black
      CMYK: C0 M0 Y0 K100
      PMS: Pantone 485 C
      RGB: R0 G0 B0
      Primary colour palette
      Green
      CMYK: C0 M100 Y100 K0
      PMS: Pantone 485 C
      RGB: R255 G0 B0
      Dark Gray
      CMYK: C0 M0 Y0 K75
      PMS: Pantone Cool gray 10 C
      RGB: R100 G101 B105
      Light Gray
      CMYK: C0 M0 Y0 K8
      PMS: Pantone Cool gray 1 C
      RGB: R219 G217 B214
      White
      CMYK: C0 M0 Y0 K0
      PMS: Pantone 485 C
      RGB: R255 G255 B255
      Black
      CMYK: C0 M0 Y0 K100
      PMS: Pantone 485 C
      RGB: R0 G0 B0
      BRAND GUIDELINES

      The brandmark is the signature of our brand identity. It is modern and simple.
      The mark is designed to stand out with its bright colour, easily recognisable from a distance, and clear to understand with Smart Police Station being legible from up close.
      All versions of the mark are collected in a suite. Please refer to the artwork library provided.
      Do not try to recreate any of the marks. Please contact the brand guardian for more information.
      SPS brandmark
      SPS icon (limited usage only)
      SPS wordmark

      Protecting our identity
      In order to achieve a consistent and clean look and feel we need to take note of some easy to follow principles: clear space and minimum space.
      This will ensure to create a brand expression that appears contemporary and professional.
      Clear space
      The exclusion zone for our primary brandmark is defined with the size of the ‘Dubai Police icon’ from our primary brandmark.
      The exclusion zone for our wordmark is defined with the height of the ‘S’ from wordmark.
      The exclusion zone for our SPS mark is defined with the width of the letter ‘S’ from our SPS mark.
      Clear space
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our primary brandmark smaller than 35mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our wordmark smaller than 30mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our SPS mark smaller than 4mm.

      To ensure consistent usage, please refer to the master artwork provided. Please do not alter or recreate the identity.
      Some examples of incorrect usage are as follows:
      Do not stretch
      Do not change the colour
      Do not add effects
      Do not rotate
      Do not place on backgrounds that will affect legibility
      Do not add photographic backgrounds that will affect legibility
      Do not distort
      Do not drop any elements when using the Dubai Police icon from the brandmark
      Do not change the elements position
      Do not change the elements shape
      Clear space
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our primary brandmark smaller than 35mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our wordmark smaller than 30mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our SPS mark smaller than 4mm.

      Print communications & Stationery
      Our brandmark should be placed in one of the four corners following the margin of the document when applied on printed materials such as our stationery, brochures or communication materials.

      Print communications & Stationery
      Always use the approved artwork templates provided and never alter or recreate the template.
      Business card: 85x55mm
      Letterhead: 210x297mm
      Business card - Front
      Business card - Back
      Business card - Back

      DRIVE-THRU AND
      WALK-IN BRANDMARKS

      The SPS Drive-thru brandmarks is designed to stand out with its bright colour, easily recognisable from a distance, and clear to understand with Smart Police Station being legible from up close.
      All versions of the mark are collected in a suite. Please refer to the artwork library provided. Do not try to recreate any of the marks. Please contact the brand guardian for more information.
      SPS Drive-thru
      SPS Walk-In

      To ensure consistent usage, please refer to the master artwork provided. Please do not alter or recreate the identity.
      Some examples of incorrect usage are as follows:
      Do not stretch
      Do not change the colour
      Do not add effects
      Do not rotate
      Do not place on backgrounds that will affect legibility
      Do not add photographic backgrounds that will affect legibility
      Do not distort
      Do not drop any elements when using the Dubai Police icon from the brandmark
      Do not change the elements position
      Do not change the elements shape
      Clear space
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our primary brandmark smaller than 35mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our wordmark smaller than 30mm.
      To avoid problems with printing limitations and in order to keep our expression clearly recognisable, please don’t use our SPS mark smaller than 4mm.
      SMART POLICE STATION
      THE NEW FACE OF POLICING IN DUBAI
      Build Your SPS
      / Build Your SPS