Brand Guidelines
Logo
04
Brand Guidelines
Logo
04
Overview
The 161 logo is built from the building's own number: two strong vertical bars and a 6 whose rising diagonal points north-east. This section covers the logo lockups, the brandmark, construction, clear space, color versions and misuse.
Overview
The 161 logo is built from the building's own number: two strong vertical bars and a 6 whose rising diagonal points north-east. This section covers the logo lockups, the brandmark, construction, clear space, color versions and misuse.
Logo
The primary logo pairs the 161 brandmark with the name in English and Arabic, stacked. It is the default for every application, and appears in gold on navy wherever the brand should feel most premium. The strokes are deliberately thick, so the mark holds up at small sizes and can double as a frame for imagery.
Logo
The primary logo pairs the 161 brandmark with the name in English and Arabic, stacked. It is the default for every application, and appears in gold on navy wherever the brand should feel most premium. The strokes are deliberately thick, so the mark holds up at small sizes and can double as a frame for imagery.
Logo System
The system has four versions: the brandmark on its own, the bilingual lockup (primary), the Arabic lockup and the English lockup. Use the bilingual lockup by default. Use a single-language lockup only when the whole piece is in that language, and the brandmark alone when the name already appears nearby or space is tight, such as app icons, social avatars, stickers and pins.
Logo System
The system has four versions: the brandmark on its own, the bilingual lockup (primary), the Arabic lockup and the English lockup. Use the bilingual lockup by default. Use a single-language lockup only when the whole piece is in that language, and the brandmark alone when the name already appears nearby or space is tight, such as app icons, social avatars, stickers and pins.
Brandmark
The 161 mark also works on its own as a graphic device. Its thick strokes act as windows onto photography of Riyadh, as bold crops that run off the edge of a layout, and as the source of the brand pattern. When used this way, keep it in brand colors or filled with approved imagery, and don't combine it with the full logo in the same space.
Brandmark
The 161 mark also works on its own as a graphic device. Its thick strokes act as windows onto photography of Riyadh, as bold crops that run off the edge of a layout, and as the source of the brand pattern. When used this way, keep it in brand colors or filled with approved imagery, and don't combine it with the full logo in the same space.
Logo Construction
The mark is drawn on a strict geometric grid. The two 1s are equal vertical bars, the counter of the 6 is a perfect circle, and the diagonal of the 6 runs at 45°, parallel to the construction guides. Never redraw or re-space the mark; always use the master artwork files.
Logo Construction
The mark is drawn on a strict geometric grid. The two 1s are equal vertical bars, the counter of the 6 is a perfect circle, and the diagonal of the 6 runs at 45°, parallel to the construction guides. Never redraw or re-space the mark; always use the master artwork files.
Clearspace & Minimum Size
Clear space is measured in X, the width of the vertical bar of the 1. Keep at least 1X of empty space on every side of the logo, free of text, edges and other graphics.
Minimum sizes: bilingual lockup 40 px / 12 mm tall, single-language lockups 32 px / 10 mm, brandmark 24 px / 8 mm.
Clearspace & Minimum Size
Clear space is measured in X, the width of the vertical bar of the 1. Keep at least 1X of empty space on every side of the logo, free of text, edges and other graphics.
Minimum sizes: bilingual lockup 40 px / 12 mm tall, single-language lockups 32 px / 10 mm, brandmark 24 px / 8 mm.
Logo Usage
The logo appears in gold or white on navy, and in navy on white, cream or gold. On photography, use the white logo over a dark, calm area of the image, adding a navy overlay if needed. Gold on navy is the signature combination for premium moments such as signage, covers and invitations.
Logo Usage
The logo appears in gold or white on navy, and in navy on white, cream or gold. On photography, use the white logo over a dark, calm area of the image, adding a navy overlay if needed. Gold on navy is the signature combination for premium moments such as signage, covers and invitations.
Logo Misuse
Don't stretch or squash the logo, rotate it, recolor it, add effects such as shadows or outlines, place it in low contrast, or set it over busy images. Don't rearrange the lockup, change its typefaces or add words to it.
Logo Misuse
Don't stretch or squash the logo, rotate it, recolor it, add effects such as shadows or outlines, place it in low contrast, or set it over busy images. Don't rearrange the lockup, change its typefaces or add words to it.
Foundations
Identity
Visuals
Application
Foundations
Identity
Visuals
Application
Foundations
Identity
Visuals
Application