A R S H A D S H A H I D A B D U L L A

CONSTRUCTING OUR IDENTITY

A R S H A D S H A H I D A B D U L L A

Copyright © 2012 by Arshad Shahid Abdulla (Pvt.) Ltd.All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoeverwithout the express written permission of the publisher.

Printed in the Pakistan.

First Printing, 2012

ISBN 0-9000000-0-0

Afeef PrintersC-120, Sector 6-F, Mehran Town, Korangi Industrial Area, Karachi

CONSTRUCTING OUR IDENTITY

BRAND MANUAL ARSHAD SHAHID ABDULLA (PVT.) LTD

FOUNDATION

LOGO DRAFTING

Who we areThe ArchitectsDesign philosophy

Logo ElevationLogo BreakdownLogo ProportionsLogo AlignmentUsageUnacceptable usageLogo ScalingColor paletteTypography

FOUNDATION

LOGO DRAFTING

Who we areThe architectsDesign philosophy

Complete logoLogo proportionsAlignmentAcceptable usageUnacceptable usageColor paletteTypography

0103

0910

111213

14

15

16

17

0506

07

STATIONERY

DRILLINGS

Business cardLetterheadEnvelope

Business cardLetterheadEnvelope

CONTACT

STATIONERY

DRILLINGS

Business cardLetterheadEnvelope

MugOffice FileCalendarUsb driveEngineer HelmetOffice FoyerAdvertisments

21

23

25

19

293133

3537

39

27

41

CONTENTS

A R S H A D S H A H I D A B D U L L A

FOUNDATION

FOUNDATION

WHO ARE WE?

Arshad Shahid Abdulla (Pvt.) Limited firm was established in 1965 under the name of Pyarali Merali & Associates. In 1979, its name was changed to Arshad Shahid Abdulla and it began operating as a Registered Partnership firm. In January 1992, the firm was was registered under the Companies Act and was converted into a Private Limited Company.

During the last 38 Years, Arshad Shahid Abdulla (Pvt.) Limited has to its credit diversified projects throughout Pakistan, ranging from commercial, industrial and educational projects. These include hospitals, industrial townships, religious and recreational facilities, and residences.

0 3

04

THE ARCHITECTS

05It can be said without doubt that Arshad Abdullah founded the trend of institutionalized architectural practice on very sound professional footings. His exposure and experiences abroad had a vital role in this respect. Having observed the various design consortia and their approach to work, he established an organization in 1979, which had high professional standards as the fundamental benchmark. Supported by his illustrious brother Architect Shahid Abdulla, he began his journey towards professional excellence by putting the utmost of hard work to achieve that target.

Creatively conceived ideas; concepts; meticulous follow up in design development phase and an avid supervision attempt made his architectural and interior design works.

The scale of projects and corresponding emoluments did not matter in the magnitude of effort. Even the smallest of assignments received optimum attention from the principal architects. The rational blend of conceptualization, develop-ment, detailing and supervision generated some of the remarkable outputs. Due to their diligence, the practice had a broad muster of clientele, satisfied and full of praise for the creative professionals. An impressive portfolio of work now reminds us of Arshad Abdullah’s legacy.

There is no established design direction or any-laid down philosophy of work at ASA. The design process, however, is very strongly influenced by the function of the space/building, function having been defined very broadly to include material consid-eration, budget limitations and even visual expression.

At ASA, the design studio is divided into 8-10 Design Teams. There is no central ‘design team’ and basic design of projects is being carried-out at each team level. As such, there is a fair amount of variation in the design of various projects. There is, however, a common factor between all design work brought about by the culture and environment within the office that stimulates thought process, encourages one to question his/her decisions and even those of their team leaders and principals.

Form of the project is very rarely a very serious consideration. After an initial study on elevations and massing of project, so as to ensure that the project is relevant it in its context, the actual work begins in the form of development of the design incorporating all architectural and engineering aspects of the project.

06

F O U N D A T I O N

06

F O U N D A T I O N

A R S H A D S H A H I D A B D U L L A

LOGO DRAFTING

LOGO ELEVATION

09This is the basic form of Arshad Shahid Abdulla (Pvt.) Limited firm. The propor-tions, color and exact letter form, size and spacing of the lettering are unalterable and should be dealt with care.

A R S H A D S H A H I D A B D U L L A

LOGO BREAKDOWN

This logo is made up of:

TYPE

The company abbreviation ASA in FUTURA bold. The cross bar of the letter

10

L O G O D R A F T I N G

A R S H A D S H A H I D A B D U L L A

Containing ShapeThe triangle made up of lines.

L O G O D R A F T I N G

LOGO PROPORTIONS

The Symbol specified within the line in the illustration will be free from elements of all kinds, for example text, images and icons.

X7X

7..5XNote:The squaresare used to signify the unit 'x'.

The unit ‘x’ is the space required to be left around ASA’s logoand must not be compromised under any circumstances.

A R S H A D S H A H I D A B D U L L AX

2X

Typography will only be placed in specified areas and will be free from elements of all kinds, for exampl text, images and icons.

11

1 2X

12LOGO ALIGNMENT

X1 3X

5X

The Symbol with typography specified within the line in the illustration will be free from elements of all kinds, for example text, images and icons.The type will always be used in the same manner used in the illustration.

L O G O D R A F T I N G

A R S H A D S H A H I D A B D U L L A

X

12

L O G O D R A F T I N G

Acceptable usage of theArshad Shahid Abdulla (Pvt.) Limited firm’s logo in varrying color tones and background.

USAGE

13

Note:The squaresare used as examplesto show the background color and are not part of the design.

Original Logo

Color alternate

Logo Reverse

Webpage Logo

A R S H A D S H A H I D A B D U L L A

A R S H A D S H A H I D A B D U L L A

L O G O D R A F T I N G

Unacceptable usage of theArshad Shahid Abdulla (Pvt.) Limited firm’s logo in varrying color tones and background.

UNACCEPTABLE USAGE

14The typeface of the logo can not be changed.

Proportions should always be maintained and type alignment should never be altered..

The logo will not be used on a gradient of any kind.

Logo should never be stretched unpropotionally.

A R S H A D " S H A H I D " A B D U L L A

A R S H A D S H A H I D A B D U L L A

A R S H A D S H A H I D A B D U L L A

A R S H A D S H A H I D A B D U L L A

L O G O D R A F T I N G

LOGO SCALING

15The logo should alwayshave to be in proportionwhen reduced in size and can not be reduced more than the size shown.

A R S H A D S H A H I D A B D U L L A

5."5"X

2X

The following values of color tones should always be used whenever the logo is being reproduced.

The CMYK and RGB values have been given along iwth the Pantone solid matte color code.

Cyan: 66Magenta: 58Yellow: 57Black: 32Pantone 446M

Cyan: 66Magenta: 59

Yellow: 57Black: 38

Pantone 447M

Cyan: 66Magenta: 59

Yellow: 57Black: 38

Pantone 7M

Magenta: 35Yellow: 87

Pantone 7409M

Cyan: 66Magenta: 56Yellow: 57Black: 38Pantone 9M

Cyan: 366Magenta: 59Yellow: 57Black: 37Pantone 2M

16COLOR PALETTE

L O G O D R A F T I N G

R: 83G:84B: 83

R: 112G:113B: 112

R: 138G:139B: 138

R: 168G:168B: 169

R: 251G:175B: 57

R: 221G:222B: 222

L O G O D R A F T I N G

17ABCDEFGHIJKLM-NOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

20pt

13pt

9pt

TYPOGRAPHY

CORPORATE TYPEFACE

AaCorporate typeface for ASA will be FUTURA LT BT LIGHT and the cross bar of the letter ‘A’ will be removed. No other typeface will be used by designers or print houses. This is to ensure that the identity of the logo remains consistant.

BODY TYPEFACE

AaABCDEFGHIJKLMNOPQRSTU-VWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,.;:!@#$%^&*(){}\”

Body typeface for ASA will always be CENTURY GOTHIC. No other typeface will be used by designers or print houses. This is to ensure that the identity of the logo remains consistant.

14pt

9pt

6pt

18

L O G O D R A F T I N G

L O G O D R A F T I N G

A R S H A D S H A H I D A B D U L L A

STATIONERY

BUSINESS CARD

21The business card will be of the standard size of 3.5” by 2”.

The font size of the card holder will be in 9pt while the number and address is going to be in 7 pt. For the back side only the logo will be placed as it is. 2 “

3."5"”

Bilquis AhmedManager HR & Admistration

A R C H I T E C T U R E I N T E R I O R D E S I G N

Grounf floor l Central Hotel Building l Merewether Road l Karachi-75530

email@asa.com.pkwww.asa.com.pk

T: 565-2211F: 565-2215

A R S H A D S H A H I D A B D U L L A

2X

X

5X

r l Central0.5X

22

Bilquis AhmedManager HR & Admistration

A R C H I T E C T U R E I N T E R I O R D E S I G N

Grounf floor l Central Hotel Building l Merewether Road l Karachi-75530

email@asa.com.pkwww.asa.com.pk

T: 565-2211F: 565-2215

A R S H A D S H A H I D A B D U L L A

BUSINESS CARD

S T A T I O N E R Y

S T A T I O N E R Y

LETTERHEAD

23The letterhead will follow the standard size of 8.5” X 11”.

Font size of the company’s info will be 6 pt, Futura Lt Bt Light, printed in 70% gray ink. For the body copy FuturaBook Bt will be used with a point size of 10pt and printed in 50% gray.

A R S H A D S H A H I D A B D U L L A

A R C H I T E C T U R E I N T E R I O R D E S I G N

Ground floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215 l email@asa.com.pk lwww.asa.com.pk

ARSHAD SHAHID ABDULLA (PVT.) LTD

A R S H A D S H A H I D A B D U L L A

1."."5X

Ground4X

8."5"”

11"”

24

LETTERHEAD

A R S H A D S H A H I D A B D U L L A

A R C H I T E C T U R E I N T E R I O R D E S I G N

Ground floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215 l email@asa.com.pk lwww.asa.com.pk

ARSHAD SHAHID ABDULLA (PVT.) LTD

S T A T I O N E R Y

S T A T I O N E R Y

ENVELOPE

25The size of the envelope is 9.5” X 4.0”.

Font size of the company’s information will be 5pt in Futura LT Bt Light and printed in 70% gray. Font size of the receipiant’s information will be 9pt in FuturaBook Bt, printed 70% gray.

A R S H A D S H A H I D A B D U L L A

A R C H I T E C T U R E I N T E R I O R D E S I G N

Grounf floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215 l email@asa.com.pk lwww.asa.com.pk

NamePostal adressTelephone NumberPostal Code

9."5"”

4."0"”7X

6X

Ground4X

6X

26A R S H A D S H A H I D A B D U L L A

A R C H I T E C T U R E I N T E R I O R D E S I G N

Grounf floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215 l email@asa.com.pk lwww.asa.com.pk

NamePostal addressTelephone NumberPostal Code

ENVELOPE

S T A T I O N E R Y

26

S T A T I O N E R Y

A R S H A D S H A H I D A B D U L L A

DRILLINGS

MUG

29The illustration shows the dimesniosn of the logo placement on the customized mug for the company.

A R S H A D S H A H I D A B D U L L A

11X

9X

D R I L L I N G S

MUG

30

D R I L L I N G S

30OFFICE FILE

31The illustration shows the spacing and placement of the company’s logo on the office file.

A R S H A D S H A H I D A B D U L L AA R C H I T E C T U R E I N T E R I O R D E S I G N

Ground floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215

Name:____________________________________Title: ______________________________________File no. __________________ Job No. _________From ____________________ To ______________

2 0X

1 3X

X

2X

32

A R S H A D S H A H I D A B D U L L AA R C H I T E C T U R E I N T E R I O R D E S I G N

Ground floor l Central Hotel Building l Merewether Road l Karachi-75530 T: 565-2211 l F: 565-2215

Name:____________________________________Title: _____________________________________File no. __________________ Job No. _________From ____________________ To ______________

OFFICE FILE

D R I L L I N G S

D R I L L I N G S

Calendar

33

1

6

11

7

12

8

13

9

14

10

15

2 3 4 5

A R S H A D S H A H I D A B D U L L AA R C H I T E C T U R E I N T E R I O R D E S I G N

7X 7X

The illustration shows the spacing and size of the logo that comes on the compnay’s annual calendar.

34Calendar

A R S H A D S H A H I D A B D U L L A

D R I L L I N G S

34

D R I L L I N G S

USB DRIVE

35

X

X

4X

The illustration shows the spacing and size of the logo that comes on the company’s customized Usb drives.

USB DRIVE

D R I L L I N G S

36

D R I L L I N G S

36ENGINEER HELMET

37

1"0X

2X

4X

The illustration shows the spacing and size of the logo that comes on the Engineer’s helmet.

D R I L L I N G S

38

ENGINEER HELMET

D R I L L I N G S

38OFFICE FOYER

39The illustration shows the spacing and size of the logo that comes on the entrance wall or the wall in the foyer of the office.

A R S H A D S H A H I D A B D U L L A

5."0'

4."0'

3."0' 3."0'

D R I L L I N G S

40

OFFICE FOYER

A R S H A D S H A H I D A B D U L L AA R S H A D S H A H I D A B D U L L A

D R I L L I N G S

40MAGAZINE ADVERTISEMENT

41The image shows an example of the placement of the logo on a full page magazine advertisment.

Let us change your dreams into reality.

D R I L L I N G S

42WEB SITEThe image shows the screen shot of the original website and the place and size of the logo.

X

X

D R I L L I N G S

43

DREAM BIG. DREAM THE FUTURE.

42

42