Carrefour Hypermarket Guidelines

First page 1 Next page Last page

GREAT MOMENTS FOR EVERYONE, EVERYDAY

April 2022

Version 13

December 2019

VISUAL STANDARDS GUIDE

WELCOME TO THE MAJID AL FUTTAIM RETAIL GUIDELINES. THIS DOCUMENT WILL GIVE YOU GUIDANCE ON EFFICIENTLY IMPLEMENTING AND USING THE CARREFOUR BRAND. THROUGH THIS GUIDANCE WE CAN BUILD HIGH QUALITY AND CONSISTENT APPLICATIONS FOR BOTH OUR CUSTOMERS AND THE BUSINESS. CONSISTENT APPLICATION OF OUR BRAND ACROSS ALL TOUCH POINTS IS EXTREMELY IMPORTANT TO US. PLEASE ALWAYS REFER AND ADHERE TO USAGE PRINCIPLES DEFINED WITHIN THIS GUIDE.

Carrefour Hypermarket Guidelines

Version 14

April 2022

Section 1 04 Logo 05 Primary Bilingual Logo 06 Permissible Logo Formats 07 Logo Construction, Clear Space and Minimum Size 08 Colour Usage 09 Background Usage 10 Logo Type on Various Backgrounds 11 Logo Elements Misuse 13 Background Misuse

Section 3 31 Events 32 Introduction

Section 5 46 Stationery 47 Letterhead and

Continuation Sheet 48 Compliments Slip 49 Business Card 50 Envelope - C5 and DL

33 Type of Events 33 Ribbon Cutting 33 Cake Cutting 33 Food 34 Promoters 34 Branding at Events 35 Correct Use and Misuse 36 Vertical Flags 37 Horizontal Flags 38 Press Backdrop Straight 39 Press Backdrop Curved

51 Envelope - C4 52 Envelope - C3 53 Memorandum 54 Fax Sheet Section 6 55 Stamps 56 Important Rules

Section 2 14 Signage 15 Primary and Alternative Logo Lock Ups - Bilingual 16 Single Language Logos 17 Primary Logo - Bilingual 18 Stacked Logo 19 Horizontal Logo 20 Single Language Logos 21 Company Name Placement 22 ‘Mall of’ and ‘City Centre’ Speci fi c Rules 23 Misuse Examples 24 Points of Difference Between Old and Current Logo 25 Color Specs

57 Stamps Available at HOLevel 58 Stamps Available at HOLevel - with Department Name 59 Stamps Available at Store Level 60 Stamp Shapes 61 Circular Stamp Examples 62 Stamp Misuse

Section 4 40 Sponsorship Guidelines 41 What Quali fi es as a Sponsorship? 41 Sponsorship Bene fi ts 41 Types of Sponsorships 42 Sponsorship Should’s 42 Sponsorship Shouldn'ts 42 Preferred Sponsorships 42 Initial Sponsorship Considerations 43 Branding Considerations 43 Partnerships and Co-branding 43 Partnerships and Co-branding Logo Placement Guidelines 44 Applying Partner Brand to Carrefour-driven Communications 45 Applying the Carrefour Brand to Partner-driven Communications

Section 7 63 Forms 64 Key Considerations

65 Glyph Usage 66 Colour Usage

26 Technical Specs 27 Translation List

67 Setting Up Document 68 Formatting & Styling 70 Sections & Tables 81 Types of Forms 82 Saving & Printing

Carrefour Hypermarket Guidelines

Version 14

April 2022

LOGO GUIDELINES

05. Logo Elements

Permissible Logo Formats Logo Construction, Clear Space and Minimum Size Colour Usage Background Usage Logotype on Various Backgrounds Logo Elements Misuse 06. 07. 08. 09. 10. 11. Background Misuse 13.

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY LOGO ELEMENTS

Primary bilingual logo The logo should only be reproduced

The ‘M’ icon shape and colour cannot be altered in any way. The 'M' colour is always Pantone Reflex Blue C and Pantone 032 C.

The wordmark has been custom be recreated, altered or have its colour

COLOUR PALETTE

Pantone Reflex Blue C

Pantone Red 032 C

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY PERMISSIBLE LOGO FORMATS

The relative sizes and positions of these

The logo should only be reproduced

The preferred logo to be used on applications. Always use the bilingual logo.

The stacked version of the logo is only used when the minimum space around the logo is compromised, or for specific applications like social media profile photos, and for promotional items like polo shirts and caps. bilingual logo The horizontal version of the logo is mainly used for signage applications. bilingual logo The vertical version of the logo is only used when the minimum space around the logo is compromised, or for specific applications like banners and flags

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY LOGO CONSTRUCTION, CLEAR SPACE AND MINIMUM SIZE

Clear Space

Minimum Size: Print

Clear space

The Carrefour logo should always be surrounded by a minimum area of space.

25mm

out around the logo to create an invisible

Primary Bilingual Logo

This rule applies to all versions of

17mm

To protect the integrity, legibility and impact of the logo and all of its variations, it must never be reproduced in sizes

42mm

The logo should only be reproduced

25mm

Stacked Bilingual Logo

Horizontal Bilingual Logo

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY COLOUR USAGE

This is the primary colour usage for the positive logo on any background colour

The single colour black logo can be used when colours are not applied in production. It should always be on a white background. The logo can be used in its negative form when it is placed on the blue Carrefour Pantone colour. Logo usage should follow the example as shown.

The logo should always remain white when placed on a coloured background,

4) )

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY BACKGROUND USAGE

When using the logo on a solid colour or logo should be in white and the contrast between the logo and the background 1. Patterned background The logo must always sit within the defined clear space. 2. Pantone Reflex Blue CVC The logo can be used in its negative formwhen it is placed on the blue Carrefour Pantone colour. Logo usage should follow the example as shown. 3. Photographic background The logo must always have the minimum clear space. It should be placed on a photograph which offers a strong contrast to the logo. 4. Light coloured background The red and blue logo can be used on a light coloured background. Refer to the next page for detailed guidance. 5. Textured background Always ensure the logo colour has a strong contrast with the background. The background colour should define which version of the permissible logo colours will work best with it.

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY LOGOTYPE ONVARIOUSBACKGROUNDS To ensure the best possible visibility of the logotype, there must always be maximum contrast between the background and the logotype, according to the rules and methods detailed here. CAUTION In addition to the density calculation of the background, the eye of the creative as well as the perception of contrast are also criteria for validation.

1. In Photoshop, use the eye dropper tool to measure the CMYK value of the darkest area of the background.

2. Then convert this value into grayscale: the result is a percentage.

EXAMPLE A

Grayscale

EXAMPLE B

Grayscale

3. Apply the right version after grayscale conversion as follows:

100%

If this percentage is between 100% (black background) and 25%, the logo version should be in white.

69%

white logo

If this percentage is between 0% (white) and 24%, the logo version should be in colour.

25%

10%

colour logo

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY LOGO ELEMENTS MISUSE

You should always refer to the rules in

DO NOT change the font or alter the

DO NOT

DO NOT reproduce the identity using

DO NOT use logo artwork that has been

DO NOT rotate or animate any part

DO NOT add special effects such as

DO NOT

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY LOGO ELEMENTS MISUSE

You should always refer to the rules in

DONOT change the position or order of Arabic and English. Arabic should always sit on top of the English wordmark.

DO NOT

only be reproduced from the artwork

To illustrate this point, some of the more

DONOT change the position of Arabic and English. For the horizontal logo, Arabic should be on the right side and English on the left side of the 'M' icon.

DO NOT

DO NOT remove the ‘M’ icon from the signature artwork or alter the

DONOT change the position of Arabic and English in the stacked logo. Both, Arabic and English should always sit below the 'M' icon.

DONOT change the position of the 'M' icon. The 'M' icon is always placed on the left side of the primary bilingual logo.

DO NOT remove the ‘M’ icon from the logo or alter the relationship

DONOT rotate the logo or any of its elements. Use only the logo formats provided.

Carrefour Hypermarket Guidelines

Version 14

April 2022

BRAND IDENTITY BACKGROUND MISUSE

1. Patterned background No clear space applied.

2. Pantone Reflex Blue CVC Not using the correct logo on Pantone Reflex Blue C. 3. Solid colour Not enough contrast between the logo and the background colour. 4. Photographic background Poor legibility caused by placement on a detailed section of an image.

DO NOT

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE

SIGNAGE GUIDELINES 15. PERMISSIBLE LOGO FORMATS FOR SIGNAGE 17. PRIMARY LOGO - BILINGUAL 18. STACKED LOGO 19. HORIZONTAL LOGO

20. SINGLE LANGUAGE LOGOS 21. COMPANY NAME PLACEMENT 22. 'MALL OF' AND 'CITY CENTRE' SPECIFIC RULES 23. MISUSE EXAMPLES 24. POINTS OF DIFFERENCE BETWEEN OLD AND CURRENT LOGO 25. COLOUR SPECS 26. PREFERRED TECHNICAL SPECS 27. TRANSLATION LIST

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES PERMISSIBLE LOGO FORMATS FOR SIGNAGE

Primary Bilingual Logo

Primary signage logo lock up The preferred logo to be used for signage.

Alternative stacked logo The stacked version of the logo is only used when the horizontal space available for signage application is limited. Alternative horizontal logo The horizontal version of the logo is only used when the vertical space available for signage application is limited.

The relative sizes and positions of these

Alternative Stacked Logo

any way.

The logo should only be reproduced from the master artwork. It should not be redrawn or altered in any way.

Alternative Horizontal Logo

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES PERMISSIBLE LOGO FORMATS FOR SIGNAGE

Single Language English Logo (Special use only)

Single Language Arabic Logo (Special use only)

Single language logos

or horizontal logo formats are not suitable for

to use single language logos on the face of a building.

Placing a single language logo alone on one face of a building is not permitted. Please refer to page 20 for further guidelines on signage application.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES PRIMARY LOGO - BILINGUAL

This is the preferred logo for use as signage.

The Carrefour identity should always be surrounded by a minimum area of space.

A margin of clear space equivalent to

to create the invisible boundary of the area of isolation.

Important The logo should only be reproduced from the master artwork. It should not be redrawn or altered in any way.

Letter"a" as an exclusion zone.

the Head of Brand Governance at the

for assistance.

Letter"a" as an exclusion zone.

Letter "a" as an exclusion zone.

Carrefour Hypermarket Guidelines

Version 14

April 2022

Letter "a" as an exclusion zone.

SIGNAGE GUIDELINES ALTERNATIVE LOGO LOCK UP STACKED LOGO

The stacked version of the logo is only used when the horizontal space available for signage application is limited.

The Carrefour identity should always be surrounded by a minimum area of space.

A margin of clear space equivalent to

to create the invisible boundary of the area of isolation.

Important The logo should only be reproduced from the master artwork. It should not be redrawn or altered in any way.

Letter "a" as an exclusion zone.

to contact the head of brand governance at the Head of Brand Governance at the

for assistance.

Letter "a" as an exclusion zone.

Carrefour Hypermarket Guidelines

Version 14

April 2022

Letter"a" as an exclusion zone.

SIGNAGE GUIDELINES ALTERNATIVE LOGO LOCK UP HORIZONTAL LOGO

The horizontal version of the logo is only used when the vertical space available for signage application is limited.

The Carrefour identity should always be surrounded by a minimum area of space.

A margin of clear space equivalent to

Letter "a" as an exclusion zone.

to create the invisible boundary of the area of isolation.

Important The logo should only be reproduced from the master artwork. It should not be redrawn or altered in any way.

Letter"a" as an exclusion zone.

the head of brand governance at the Head of Brand Governance at the

for assistance.

Letter "a" as an exclusion zone.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES ALTERNATIVE LOGO LOCK UP SINGLE LANGUAGE LOGOS (SPECIAL USE ONLY)

or horizontal logo formats are not suitable

to use single language logos on the face of a building.

Flexible space

Both languages need to be visible on a single

consistent in size. Consider this one system

the logos (as illustrated on the page). Placing a single language logo alone on one face of a building is not permitted.

The Carrefour identity should always be surrounded by a minimum area of space.

Unusable Space

A margin of clear space equivalent to

to create the invisible boundary of the area of isolation.

Important The logo should only be reproduced from the master artwork. It should not be redrawn or altered in any way.

the Head of Brand Governance at the

for assistance.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES COMPANY NAME PLACEMENT

When the registered company name is legally

Space between the legal name and the logo will be the equivalent of the

the Carrefour logo.

Majid Al Futtaim Hypermarkets LLC

The font used for the legal name is Marselis Pro

Arabic. The height of the font used will be in proportion to the width of the central stems of

Majid Al Futtaim Hypermarkets LLC

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES ‘MALL OF’ AND ‘CITY CENTRE’ SPECIFIC RULES

1) City Centre / Carrefour Signage Relationship

1) City Centre Logo and Carrefour Logo Relationship

The City Centre and Carrefour signs have a relationship that is determined by the heights of the capital C. The C of Carrefour should not be larger than the C of City Centre when these are positioned together on a facade. When there are more than 1 City Centre signs

compared to the larger City Centre sign.

The ‘C’ City Of when these are positioned together on a facade

2) Mall of / Carrefour Signage Relationship

relationship that is determined by the height of the capital M. The C of Carrefour should not be larger than 1.5 times the height

together on a facade.

2) Mall of Logo and Carrefour Logo Relationship

Carrefour Lock Ups The Carrefour signage should be placed in a

1.5

facade and should therefore use the primary brand lock up. The Carrefour preferred lock ups should be used where possible.

The ‘C’ positioned together on a facade

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES MISUSE EXAMPLES

Carrefour is obscured by landscaping

details/parapet

Placement of elements does not follow the guidelines

Carrefour logo colour not as per the guidelines

A single language logo is placed

Use of old Carrefour logo. Key points of

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES POINTS OF DIFFERENCE BETWEEN OLD AND CURRENT LOGO

Current Logo

Key points of difference between the current and old logo have been highlighted for ease of reference.

Please ensure you only use the master logo formats provided.

Old Logo

900mm 150mm

150mm

900mm

150mm

900mm

” Mall of Logo

Serifs

Longer letters

Logo Side Paint

Eng & Ara

RAL: 9017

PMS: 485 C CMYK: 5 100 100 0

CMYK: 0 0 0 100

VOX Cinemas

Carrefour Hypermarket Guidelines

Version 14

April 2022

Logo Side RAL: 5017 PMS: 660 C

RAL: 9017

PMS: 660 C

PMS: 445C

SIGNAGE GUIDELINES COLOUR SPECS

to have a day and night time visibility. The Carrefour identity has been used as a base

2 3 1

that can maintain colour consistency through the use of industry standard colours and lighting techniques.

The Carrefour brand has solid colours and can be replicated easily for signage.

Red: Red 4506 TF.

3 1

Ski

Carrefour

Primary

Gradient

Pantone White CMYK 0 0 0 0

Side Paint RAL: 5002

Logo Side Paint

PMS: 640C CMYK: 100 26 12 3

MT 641

MT 677

RAL: 3028 PMS: 032C

CMYK 0 100 90 0 PMS: 032C

CMYK 0 100 90 0

CMYK 100 80 0 5

Magic Planet

Snow Park

Carrefour Hypermarket Guidelines

Version 14

April 2022

Primary PMS: 640C

Gradient

Pantone White

PMS: 2935 C RAL: 5017 Logo Side Paint

PMS:306 C

SIGNAGE GUIDELINES PREFERRED TECHNICAL SPECS

1. Exterior façade signage:

1414mm

10102mm

10050mm

Painted aluminium

LED tube illuminated using transformer. Signage to be installed directly on to the

1601mm

1330mm

Painted aluminium

2. Internal signage:

25000mm

Option A – 3D letters (Preferred) Fabrication & installation of 3D aluminium

12mm fl exible LED tube

thick powder coated bended aluminium sheet welded with 5cm projection from wall.

2734mm

120 90 30

25000mm

Option B – Vinyl sticker

Option C - Vinyl sticker

2. Internal Signage: Option A – 3D letters (Preferred)

Option B – Vinyl sticker

Option C – Vinyl sticker

used for illustrative purposes only.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES TRANSLATION LIST

English - Arabic

Arabic Bahrain

Egypt

KSA

Lebanon Oman

UAE

Location

English

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

FoH

Ablution

BoH Archives

FoH

ATM

FoH BoH Authorised Personnel Onlyّ

The table illustrates accepted Arabic translations for key words used within signage

FoH BoH Baby Change

FoH

Bicycle Parkingّ

BoH BMS Room

by territory and conforms to local linguistic nuances.

FoH

Bus Stop

BoH Canteen

BoH Car Park Store

Glossary: FoH - Front of House BoH - Back of House

BoH Carpentry Workshop

BoH Central Battery

BoH Centre Control Room

BoH Chiller Room

FoH BoH Cleaner’s Cupboard

BoH Cleaners Of fi ce

FoH BoH Cleaner’s Room

BoH Cleaning Materials Store

FoH

Clinic

BoH Compactor Room

BoH Control & Fire Command Room

BoH Corridor BoH Danger

BoH De-Boxing and Vegetable Wash

N N

FoH

Disabled Parking

FoH BoH Disabled Toilet

BoH Drivers Toilet

FoH

Electric Vehicle Parking

BoH Electrical Equipmentّ BoH Electrical Room BoH Energy Centre

FoH BoH Exit

FoH

Expectant Mothers

BoH Facilities Management Of fi ce BoH Facilities Management Store

FoH

Family Parking

FoH BoH Female Prayer Room

Female Restrooms

FoH BoH Female Toilets

BoH Filter Cleaning

FoH BoH Fire Exit

BoH First Aid

BoH First Aid Room

BoH Floor Cleaning Equipment Store

BoH Flooring Workshop BoH Food & Beverage

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES TRANSLATION LIST

English - Arabic

Location

English

Arabic Bahrain

Egypt

KSA

Lebanon

Oman

UAE

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

BoH Food & Beverage Unit 2

FoH

Food Court

BoH Garbage & Recyling Room BoH Garbage Room (Storage)

The table illustrates accepted Arabic translations for key words used within signage

BoH General Workshop BoH Generator Room

BoH High Voltage

by territory and conforms to local linguistic nuances.

BoH High Voltage Room

BoH Hot Workshopِ

FoH

Imam Room

Glossary: FoH - Front of House BoH - Back of House

BoH IT

BoH IT Room

1.5

BoH Keep Clearً BoH Kitchenette BoH Ladder Storage

1.5

1 2 3

FoH BoH Level 1 FoH BoH Level 2 FoH BoH Level 3

FoH BoH Lift

BoH Loading Bay BoH Lost & Found

FoH

Low Emission Vehicle Parking

BoH Low Voltage

BoH Low Voltage Room

BoH LPG Room

BoH LV Room

FoH

Magic Planet

FoH BoH Male Prayer Room FoH BoH Male Restrooms

FoH BoH Male Toilets

FoH

Mall Entrance

FoH BoH Mall Management

BoH Management

FoH BoH Management Of fi ce

BoH Managers Of fi ce BoH Marketing Store

FoH BoH Maximum Height

1 2 3

BoH Meeting Room 1 BoH Meeting Room 2 BoH Meeting Room 3

FoH FoH

More Parking

Motorbike Parkingّ

BoH MV Switchgear

FoH BoH No Entry

FoH BoH No Smoking

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES TRANSLATION LIST

English - Arabic

Location

English

Arabic Bahrain

Egypt

KSA

Lebanon

Oman

UAE

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

FoH BoH No Smoking within10 Metres

BoH Of fi ce

BoH Paint Workshop

FoH FoH FoH FoH FoH FoH FoH FoH

Parking

The table illustrates accepted Arabic translations for key words used within signage

N N N

N N

Parking for People of Determination Parking for People with Special Needs

N N

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Parking for Special Needs

by territory and conforms to local linguistic nuances.

1 2 3

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Parking Level 1 Parking Level 2 Parking Level 3

Glossary: FoH - Front of House BoH - Back of House

Parking Zone

FoH BoH Police Of fi ce FoH BoH Prayer Roomsّ

FoH

Prioritised for Family

BoH Private

BoH Pump Room

BoH Receiving Of fi ce BoH Recycling Room

FoH

Reserved Parking

FoH BoH Restrooms

BoH Security Management Of fi ce

BoH Security Of fi ce BoH Server Roomّ BoH Service Area

BoH Service Lift

BoH Services & Printing

N N N N

N N

N N N N

N N N

FoH FoH FoH FoH

Ski Dubai Ski Egypt Ski Saudi

N N N

N N

Snow Oman

BoH Staff Dining Room

BoH Staircaseّ

1ّ

BoH Staircase 1 BoH Stationery BoH Storage Room

BoH Store

BoH Store Room

FoH FoH FoH FoH

Taxi

Taxi Drop Off Taxi Pick-up

Taxi Pick-up Only

BoH Telecom Room

BoH Tenant 1

BoH Tenant Storage

Tenants Storage

BoH To Roof

Carrefour Hypermarket Guidelines

Version 14

April 2022

SIGNAGE GUIDELINES TRANSLATION LIST

The table illustrates accepted Arabic translations for key words used within signage

900mm 150mm

English - Arabic

150mm

900mm

Arabic Bahrain

Egypt

KSA

Lebanon Oman

UAE

Location

English

150mm

by territory and conforms to local linguistic nuances.

900mm

Y Y Y Y Y Y Y Y Y Y Y Y

FoH

To the Mall

FoH BoH Toilets

Y Y Y Y Y Y Y Y Y Y

BoH Transformer 1

Glossary: FoH - Front of House BoH - Back of House

BoH Transformer Rooms BoH Transformers BoH Tray Washroom

1.5

BoH U.P.S Room

FoH FoH FoH

Valet Parking VOX Cinemas

Welcome

BoH Workshop

FoH

Zone

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS

IN-STORE EVENTS 32. INTRODUCTION 33. TYPE OF EVENTS 33. RIBBON CUTTING 33. CAKE CUTTING 33. FOOD 34. PROMOTERS 34. BRANDING AT EVENTS 35. CORRECT USE AND MISUSE

900mm 150mm

150mm

900mm

150mm

900mm

EXTERNAL EVENTS 36. VERTICAL FLAGS 37. HORIZONTAL FLAGS

38. PRESS BACKDROP STRAIGHT 39. PRESS BACKDROP CURVED

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS INTRODUCTION

The purpose of this guideline is to provide information and tools required to plan, sponsor and hold a Majid Al Futtaim Retail event.

900mm 150mm

150mm

900mm

150mm

900mm

When producing an event, you have to carefully oversee every single element. It involves studying the intricacies of the brand, strictly adhering to the brand identity, understanding the target audience, de fi ning the event objectives, devising the event concept, planning the logistics, selecting suppliers, negotiating costs with vendors, managing the budget, assigning roles and responsibilities, managing the timelines and production schedule, as well as coordinating the technical aspects and ensuring that all the elements are in sync.

Remember, the awless execution of each detail, along with the smooth coordination between the different components are critical to the success of your event.

Majid Al Futtaim Retail holds events of various types and sizes for a variety of reasons: to generate sales or make announcements; a project expansion, a product or service, etc. These events help build great relationships with customers, business partners, employees, media and the public at large.

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS

TYPES OF IN-STORE EVENTS: • Store openings • Store tours with speeches

• Sponsorship events • Cross promotions

RIBBON CUTTING: For store openings, in the event the program includes a ribbon cutting ceremony please consider below: • There should be a pair of large novelty golden scissors presented on top of a blue coloured cushion placed on a silver tray • There should be a host/hostess, or someone dedicated to hand over the tray with the scissors to the ribbon cutter and to receive the scissors when the cutting is done • The preferred ribbon colour is blue and stretched across the dedicated area, held up by posts. Ribbon colour can be changed in case of certain themes (eg. Green ribbon for sustainability events) CAKE CUTTING: If the event includes cake cutting, the Carrefour logo should only be printed on the cake and never handwritten. Please use the primary Carrefour logo for this purpose. FOOD: When selecting the food and beverages to be served at the event, always keep the cultural needs and general palette preferences of your guests in mind. • For pass arounds, make sure to have one type of food on one tray. Do not mix food on the same tray • It's preferred to provide a vegetarian option on your menu • Sample your selected menu at least a week prior to the event • Freshly squeezed juices, sparkling water and sodas are all acceptable as soft drink options • Use Carrefour private label products when there’s an opportunity to do so • Never, under any circumstances, serve pork and alcohol or any of its derivatives in the food

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS

PROMOTERS: • Promoters for events must be hired from a reputable company and not sourced on an individual basis • Grooming is vital for the promoter’s appearance. Flashy nail polish, jewellery, visible tattoos, etc. is not acceptable • Heavy perfume or makeup is not acceptable and should be appropriate for a business event • Nails should not be long and should be cut and clean • Long earrings are not acceptable • Dress code: should be respectful of local norms BRANDING AT EVENTS: The use of Carrefour branding or Majid Al Futtaim co-branded event collateral is dependent on the type of event you are organising. Please see below recommendations: • If the event is a B2B (Business to Business), B2G (Business to Government) or B2E (Business to Employees), the branding needs to be Majid Al Futtaim led with Carrefour as a sub brand • If the event is B2C focused, the branding needs to be Carrefour branded only

The only exception to the rule is if the event is held in Qatar where we do not featureMajid Al Futtaim branding across any business unit.

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS IN-STORE EVENTS:

CORRECT USE

In-store visits

Ribbon cutting

Signing ceremonies

Speaking events

Store opening

MISUSE

Additional decoration should be in line with brand colors.

Hand written logo on cake.

Podium branding should be applied in

Use the logo fromat that best utlizes the available space.

curved nomadics.

for MAF brand.

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS VERTICAL FLAGS

•

FLAGS

• Please use one of the following scenarios:

A) Events inside the UAE with Government

B) Events outside the UAE with Government

and repeat.

•

• be on Pantone Black 4 C background.

FLAGS SEQUENCE

• The sequence can be repeated as many times as required.

must be based on local customs and approved by protocol.

B) Only applicable if event is held outside UAE

A) Only applicable if event is held inside UAE

Carrefour Hypermarket Guidelines

Version 14

April 2022

CMYK 88 50 0 0

CMYK 57 44 56 36

CMYK 88 50 0 0

CMYK: 0 0 0 100

Other Tenants

EVENTS HORIZONTAL FLAGS

RAL: 9017

•

FLAGS

CMYK: 0 0 0 100

• Please use one of the following scenarios:

A) Events inside the UAE with Government

B) Events outside the UAE with Government

FLAGS SEQUENCE

and repeat.

•

• be on Pantone Black 4 C background.

• The sequence can be repeated as many times as required.

be based on local customs and approved by protocol.

A) Only applicable if event is held inside UAE

B) Only applicable if event is held outside UAE

Carrefour Hypermarket Guidelines

Version 14

April 2022

CMYK 100 52 0 0

CMYK 79 0 6 5

CMYK 100 52 0 0

EVENTS PRESS BACKDROP STRAIGHT CORPORATE AND CARREFOUR

Logo Side Paint RAL: 6018 PMC: 376 C

MT 660

CMYK 50 0 100 0

BRAND SEQUENCE

Step and repeat walls are an important branding element that can showcase our brands. They can be also used as a backdrop for photo opportunities and interviews. Please consider the following points when producing a step and repeat wall.

CENTRE

200 mm

330 mm

240 mm

• Height must be a minimum of 2.4m.

• The step and repeat wall should be a standalone structure and not a simple sticker on the wall. This gives it depth

• It is preferred to place the step and repeat wall after the registration counter and to have dedicated photographer(s) to capture the moments.

• If the location of the step and repeat wall is

have adequate front lighting. The lights should

Carrefour brand only

and repeat wall. Use wireless lighting if

CENTRE

160 mm

wires are well hidden and concealed.

330 mm

•

240 mm

680 mm

in front of it.

With partner brand (City Centre brand used as a reference)

Carrefour Hypermarket Guidelines

Version 14

April 2022

EVENTS CURVED BACKDROP FOR IN-STORE EVENTS

Nomadic display units can be used for in-store events with the Carrefour logo only.

Non print area

proportion to the panel size.

Panel size (suggested size):

Important: Please ensure you avoid the curved area when branding since this will distort the logo.

70cm 70cm 70cm 70cm 67cm

67cm

Curved Area

232cm

Curved Area

182cm

Front Area 91cm

79cm

Carrefour Hypermarket Guidelines

Version 14

April 2022

SPONSORSHIP GUIDELINES

41. WHAT QUALIFIES AS A SPONSORSHIP? 41. SPONSORSHIP BENEFITS 41. TYPES OF SPONSORSHIPS 42. SPONSORSHIP SHOULD’S 42. SPONSORSHIP SHOULDN’T’S 42. PREFERRED SPONSORSHIPS 42. INITIAL SPONSORSHIP CONSIDERATIONS 43. BRANDING CONSIDERATIONS

43. 43. 44. 45.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SPONSORSHIP GUIDELINES

WHAT QUALIFIES AS A SPONSORSHIP? A sponsorship should help us achieve marketing objectives – to change perceptions and behaviour of the target markets. It’s a strategic marketing investment that must reap returns.

SPONSORSHIP BENEFITS: • Improved corporate image and reputation • Increased brand awareness and recognition • Positive customer purchasing decisions

• Customer loyalty recognition that the company is a responsible neighbour • Improved inter-and intra-company collaboration and sense of purpose • Complements and is consistent with Carrefour’s brand image and personality

TYPES OF SPONSORSHIPS:

LOCAL

NATIONAL/ REGIONAL

SPONSORSHIP PARTNER

OWNED

THERE ARE TWO MAIN TYPES OF SPONSORSHIP Owned – we create the event and own it completely. We may invite other partners to support us. This type of sponsorship is not being addressed in this document.

Partner – where the event is created or designed by a third party and we are invited as partners. Generally, there are different levels of sponsorship associated with this type of sponsorship (title, gold, silver…etc).

Carrefour Hypermarket Guidelines

Version 14

April 2022

SPONSORSHIP GUIDELINES

SPONSORSHIP SHOULD'S: • The sponsorship opportunity should be relevant to our businesses, geography, particular strategy, and in line with the overall brand strategy. • The participation should be based on an overarching theme that can drive the entire customer journey before, during and after the sponsored event • The theme should be in line with strategic participation objectives and our brand

SPONSORSHIP SHOULDN'TS: • A sponsorship shouldn’t aim to support individuals or families • A sponsorship shouldn’t be of a political or religious nature • A sponsorship shouldn’t contradict with our brand values • A sponsorship shouldn’t be outside our regional coverage • A sponsorship shouldn’t be linked to other retailers PREFERRED SPONSORSHIPS: • Recurring events that can help us build the ownability of the theme • Sponsorship events that are linked to health & wellbeing initiatives • Sponsorship events that are linked to sustainability initiatives • Sponsorship events that are linked to our CSR initiatives INITIAL SPONSORSHIP CONSIDERATIONS: When reviewing sponsorship opportunities, consider the following: • De fi ne the sponsorship opportunity and why are you doing it • Consider suitability to our overall brand strategy • Consider getting the buy-in from various departments before committing

Carrefour Hypermarket Guidelines

Version 13

April 2022

SPONSORSHIP GUIDELINES

BRANDING CONSIDERATIONS: • Always make sure to strictly adhere to our brand guidelines • Be sure to follow the logo guidelines and use the logos correctly • Use the correct color breakdown on all collateral • Use the correct fonts throughout your communications • Tone of voice must be consistent across all communications

PARTNERSHIPS AND CO-BRANDING Strong partnerships help the Carrefour brand connect with our communities and bring new experiences to our customers. There are several types of partnerships, from sponsorships to charity events to joint ventures, with co-branding happening at different levels. We must take great care as to how we combine the different brand marks, ensuring we maintain the integrity of both brand identities in the process.

Regardless of the form it takes, it is essential that the Carrefour brand is clearly and consistently represented at all times in co-branded communication.

The following pages provide guidance on how to make our brand work effectively in both Carrefour-driven co branded communications and partner-driven co-branded communications.

PARTNERSHIPS AND CO-BRANDING LOGO PLACEMENT GUIDELINES In a logo lock-up, partner or sponsor logos can sit above, below or to either side of the Carrefour logo, along a balanced axis but must not encroach upon the clear space area de fi ned earlier.

Partner logo

Carrefour Hypermarket Guidelines

Version 14

April 2022

SPONSORSHIP GUIDELINES

APPLYING PARTNER BRAND TO CARREFOUR-DRIVEN COMMUNICATIONS Carrefour-driven communications use our brand look and feel, but must maintain the integrity of the partner’s brand mark and abide by any existing or agreed upon co-branding rules. APPLICATIONS: • Always use the correct logo format of our partner and adhere to any logo exclusion zone rules. • When the application calls for a brand colour (i.e. blue) or an image background, the partner logo must be applied in white. • When the application calls for a white background (or is mandated by the partners co-branding rules), the partner logo must be applied in full color. • Always follow our guidelines for setting the clear space around the logo.

Carrefour Hypermarket Guidelines

Version 14

April 2022

SPONSORSHIP GUIDELINES

APPLYING THE CARREFOUR BRAND TO PARTNER-DRIVEN COMMUNICATIONS Partner-driven communications use the partner brand look and feel, but must maintain the integrity of our brand mark. Our logo should not be tarnished or negatively impacted by the creative. APPLICATIONS: • Always use the correct logo format. Our standard logo is our primary and preferred option unless size and placement dictates otherwise. • Always adhere to our logo exclusion zone. • When applied over a solid color or an image, use our white logo (primary and preferred option). Ensure that the

image area where the logo is placed is not too busy and of a consistent tone. • When applied over a white background, use the Carrefour full color logo. • Only use the black logo when the application is in grayscale.

• The brand logo can be positioned diagonally opposite from the partner’s logo, e.g. the partner logo in the top left corner, our logo in the bottom right, or in a “lock-up” with the partner logo. Always ensure the two logos are balanced in size and follow our guidelines for setting the clear space around the logo.

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY

47. LETTERHEAD AND CONTINUATION SHEET 48. COMPLIMENTS SLIP 49. BUSINESS CARD 50. 51. 52. 53. MEMORANDUM 54. FAX SHEET

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY LETTERHEAD AND CONTINUATION SHEET

20mm

Letterhead

A) Majid Al Futtaim logo The logo is positioned at the top left corner

30mm

print or gold foil.

B) Contact details Business unit name:

Contact details:

Web address and contact details:

10 October 2013

Dear Mr. Mohammed,

aligned right.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec dui nisl, dapibus sed elit non, aliquam blandit dolor. Fusce semper augue sem. Aliquam non massa elit. Praesent egestas hendrerit velit eget consectetur. aliquet orci, id rutrum nibh viverra elementum. Vivamus eget mauris gravida, feugiat velit at, blandit orci. In hac habitasse platea dictumst. Quisque scelerisque erat id viverra congue.

C) Legal information English is set in 5.5 point size and 6.6 line

adipiscing. Nunc cursus turpis sed risus rhoncus, sed egestas neque lacinia. In velit nibh, convallis et arcu vel,

aligned right. The respective LLC information must always be included on the letterhead.

vel, posuere elementum arcu. Mauris viverra arcu id vulputate tempor. Integer at vehicula turpis. Cras nec ante quam.

Nunc cursus turpis sed risus rhoncus, sed egestas neque lacinia. In velit nibh, convallis et arcu vel, eleifend

posuere elementum arcu. Mauris viverra arcu id vulputate tempor. Integer at vehicula turpis. Cras nec ante quam.

D) Carrefour logo Size: 32mm

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec dui nisl, dapibus sed elit non, aliquam blandit dolor. Fusce semper augue sem. Aliquam non massa elit. Praesent egestas hendrerit velit eget consectetur. Curabitur id mi ut vulputate aliquet orci, id rutrum nibh viverra elementum. Vivamus eget mauris gravida, feugiat velit at, blandit orci. In hac habitasse platea dictumst. Quisque scelerisque erat id viverra congue.

E) Content (English and Arabic) Set in Calibri 10 point size with 12 point size line spacing.

Jean Luc Graziato

urna quis nunc facilisis adipiscing. Nunc cursus turpis sed risus rhoncus, sed egestas neque lacinia. In velit nibh, convallis et arcu vel, eleifend viverra massa. magna vel, posuere elementum arcu. Mauris viverra arcu id vulputate tempor. Integer at vehicula turpis. Cras nec ante quam.

*FOR DIGITAL PRINTING

Helen Beese Project Manager

needs to be printed as follows.

RETAIL PO Box 22619, Dubai, United Arab Emirates

2mm

T +971 4 230 2100 F +971 4 294 9441

6mm

Majid Al Futtaim Holding LLC issued capital AED Commercial registration number: 59383 - Dubai majidalfuttaim.com

aligned right.

13mm

RETAIL

Letterhead Continuation Sheet

Letterhead

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY COMPLIMENTS SLIP

20mm

23mm

With our compliments

A) Majid Al Futtaim logo The logo is positioned at the top left corner

RETAIL PO Box 22619, Dubai, United Arab Emirates

B) Contact details Business unit name:

T +971 4 230 2100 F +971 4 294 9441

10mm 8.25mm

majidalfuttaim.com

aligned right.

C) Carrefour logo Size: 32mm

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY BUSINESS CARD

1) and 2) Business card

10mm

A) Majid Al Futtaim logo The logo is positioned at the top left corner

10mm

Mohamad Ahmad HR Manager

9mm

MAJID AL FUTTAIM RETAIL PO Box 22619, Dubai, United Arab Emirates T +971 4 230 2112 F +971 4 250 0893 M +971 56 000 0000 Mohammed.ahmed@maf.ae majidalfuttaim.com | LEAD BY EXAMPLE

Full colour or Metallic gold.

B) Name

5mm

1) Business card - English side

Designation:

5mm

10mm

Company name: C) Contact details

9mm

+ . .

+ . . + . . . Mohammed.ahmed@maf.ae | majidalfuttaim.com

Contact details:

2) Business card - Arabic side

D) Majid Al Futtaim logo The logo is positioned at the top right corner

42mm in width.

E) Carrefour logo Size: 20mm

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY ENVELOPE C5 AND DL

14mm

majidalfuttaim.com

PO Box 60885, Dubai, United Arab Emirates T+971 4 230 2100 F+971 4 295 9441

16mm

1) C5 Envelope

20mm

A) Majid Al Futtaim logo The logo is positioned at the top left corner of

20mm

Full-colour or Metallic gold.

majidalfuttaim.com

B) Descriptor (Business unit name)

PO Box 60885, Dubai, United Arab Emirates T+971 4 230 2100 F+971 4 295 9441

16mm

C) Contact details

18mm

aligned right.

2) DL envelope

D) Majid Al Futtaim logo The logo is positioned at the top left corner of

height of 15mm

13mm 6mm

RETAIL

E) Descriptor (Business unit name)

2) DL Envelope

width of 48mm

F) Carrefour logo Size: 32mm

of 15mm

6mm

RETAIL

13mm

1) C5 Envelope

of 48mm

Carrefour Hypermarket Guidelines

Version 14

April 2022

STATIONERY ENVELOPE C4

20mm

majidalfuttaim.com

PO Box 60885, Dubai, United Arab Emirates T+971 4 230 2100 F+971 4 295 9441

16mm

30mm

A) Majid Al Futtaim logo The logo is positioned at the top left corner

Full colour or Metallic gold.

B) Descriptor (Business unit name)

C) Contact details

aligned right.

D) Carrefour Logo

of 15mm

6mm

RETAIL

20mm

of 48mm

Carrefour Hypermarket Guidelines

Version 14

April 2022

Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83

Made with FlippingBook - Online catalogs