A big white book on SABIC’s new corporate identity that was selected for inclusion in the 1999 D&AD Annual. From the fine detail on letterhead point sizes through to an allegory on the importance of making yourself known, it gives SABIC’s people everything they need to know to bring the identity to life.
Dear Colleague,
Our new Visual Identity System reflects our strengths as a major player in the world of petrochemicals. It is a vital business asset. We are all responsible for it; we all stand to gain from it.
To ensure a competitive edge in the global marketplace we must demonstrate that our activities are part of a rational, coherent structure. We must also make sure that they are readily identifiable with SABIC.
To this end, we have embarked on an ambitious programme to present ourselves in a clear, controlled and distinctive manner.
The heart of this programme is the Visual Identity System.
This book contains detailed guidelines for implementing the Visual Identity System across every area of communication. It explains the principles on which the identity is based and shows the components from which it is constructed. It includes instructions for applying the identity to items ranging from stationery to signs.
The impact of our programme depends upon the care and consistency with which the identity is applied. To a great extent, this is up to you. The identity is now in your hands. Look after it. Live up to it
The Visual Identity System
Use this book as your guide to applying the SABIC Visual Identity System to every area of communication. It gives you the principles, components and facts that are the foundation for creating distinctive and effective SABIC communications.
The new SABIC wordmark is central to the Visual Identity System. Its design embodies two themes.
On the one hand, the letters reflect both the cultural heritage of Saudi Arabia’s traditional architecture, the minaret and the dome, and also its modern industrial forms, a tower and an industrial plant.
On the other, the wordmark responds to the fine tradition of Arabic calligraphy, where unique character is expressed in the shapes of the letters.
The distinctive achievement of the design is the creation of a harmony between the English letter forms and the Arabic characters for SABIC.
The wordmark is thus unique, distinctive, appropriate to the business, and respectful of the richness of Saudi Arabian cultural heritage.
The use of the wordmark is as important as its design.
To help people see the real SABIC, the SABIC we live and work with each day, we must make our identity clear and consistent.
The more consistent and clear we are in getting ourselves across to the public, the easier it will be for them to become familiar with SABIC. The more familiar with us and our products and services they become, the easier it will be for us to develop positive, long-term relationships.
To make this happen, one thing is fundamental. We need to apply the SABIC Visual Identity System in the right way, in every area, every time.
sabic - eight steps
step one
clarity...
simplicity...
control...
consistency...
modernity...
precision
We share these qualities. They define who we are. Live up to them. Build trust through them. Take them with you into the future.
believe
step two
We are clear
about who we are.
Now we need to
make ourselves
clear.
be clear
step three
Simplicity is strength.
be simple
step four
For some, control is a straightjacket.
For us, as it is for the acrobat who spins through the air or the scientist who breaks new ground, for anyone who has mastered his art, control is the foundation of invention.
The freedom that control brings will propel us forward to where we want to go
be in control
step five
consistency, consistency, consistency
be consistent
step six
Rigorous concentrated and memorable, throughout the world and through the ages, true modernity is timeless
be modern
step seven
be precise
step eight
No stars, no moon, it is a black black night. The Well-Keeper sits by his fire by the side of his well and listens. At first he hears nothing. Then his ears detect someone approaching through the dark.
The visitor stops in the shadows beyond the fire. "I am the keeper of this well," says the Well-Keeper. "You are welcome to join me but first I must know who you are so that I can trust you. Who are you?"
"I am me," replies the visitor. "How can I be sure?" asks the Well-Keeper. In answer, the visitor steps into the light.
believe
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