02

BRAND
GUIDELINES

02WORLDSKILLS ASIA ABU DHABI 2023:
DRIVING THE SKILLS DEVELOPMENT MOVEMENT
We motivate the youth to embrace skills development to help build
sustainable economies across Asia.
Our aspiration is for every individual engaging with our brand to recognize
the transformative potential of skills in shaping lives.

03

TABLE OF CONTENTSINTRODUCTION ........................................................................................................ 04
WORLDSKILLS ASIA ABU DHABI 2023 ............................................................ 05
OUR LOGO ................................................................................................................... 06
BRANDING PRINCIPLES & ICONS ......................................................................... 08
COLORS ........................................................................................................................ 09TYPOGRAPHY ............................................................................................................. 11
LOGO USAGE .............................................................................................................. 12
LOGO DISPLAY COLORS & LOCK-UP LOGO ................................................. 14
LOCK-UP LOGO USAGE ON A BACKGROUND ............................................ 15
THINGS TO AVOID & INCORRECT USAGE ..................................................... 16
LAYOUTS ...................................................................................................................... 17

04

INTRODUCTION
This document provides anoverview of the look and feel ofWorldSkills Asia Abu Dhabi 2023
focusing on the logo usage in speciﬁc
scenarios, the brand asset association
with other brand and social media
icon usage.

05

WORLDSKILLS ASIA ABU DHABI 2023Witness an extraordinary showcase of talent and innovation
at the WorldSkills Asia Abu Dhabi 2023 Competition, organized by Abu Dhabi Centrefor Technical and Vocational Education and Training (ACTVET), that will take place from27th to 29th November at the Abu Dhabi National Exhibition Centre (ADNEC),with a participation of over 500 skilled competitors and experts from 30+ countries
across Asia in 27 technical and vocational skills.

Activities and workshops
Learn new skills and insights from industry and education
partners through interactive activities and workshops.

06

OUR LOGO

The WorldSkills Abu Dhabi 2023 logo consists of two components:
the icon and the wordmark.
The ﬁve sweeping lines of the icon are aligned with WorldSkills, a global hub for skill
development, representing the hands of youth - reaching out for new skills.

07

Logo

Icon
Wordmark

The wordmark is based on Frutiger, and can beseparated from the icon — only when the full logo
does not ﬁt the design restrictions. When used
together the icon is always positioned above
the wordmark in this way.

Clear space
The clear space is equal to the x-height (the height of the lower case letters).
To ensure the logo is easy to read, keep the background behind the logo solid, without a busy pattern

08

BRANDING PRINCIPLES & ICONS
Our visual identity consists of key characteristics that work together toreﬂect our bold and youthful approach

DEVELOPINSPIREINFLUENCE• Education and Training• Skills Competitions• Promoting Skills• International Cooperation

09

COLORS
Skills are engaging and energetic so are our colors

Primary Colors

Secondary Colors

CM

Y8868

10 01CMY#132E4F

9983#1ECAD3C66#345D9D

K

K

PANTONE
PANTONE 7684 CRGB

52 93 157

PANTONE

RGB

42 39

PANTONE 2767C

194679M

Y

PANTONE

R

GB

00

22 00

K

PANTONE1246C

30 202

211#FCE200#00AEDC#95D4E9K

PANTONE

C

M

Y

0305

100 00CM

Y73115 00 174 220

CM

Y

PANTONE

3902

05 00

K

K

PANTONE 102C

R

G

R

GB

252 226 0

B

PANTONE 2975C

R

GB

149 212 233

10The shades of blue represent youth from across Asia with different backgrounds and skills,
the palette stands out with yellow to highlight their Creativity and Energy and the Power of Skills
Primary Colors

Very Dark Blue

Yale Blue#345D9D

Represents
Uniqueness andSkilled Youth#132E4F

Turquoise
Represents
ExtraordinaryTalents#1ECAD3

Represents
Adventurous andImaginative Youth

Secondary Colors

Yellow#FCE200

Sky Blue

Represents thePower of Skills#00AEDCBlue
Reﬂects
limitless skills,
like open skies andvast horizons.

#95D4E9

Represents
soothing andapproachable
atmosphere11

TYPOGRAPHY

Frutiger English

Frutiger Arabic

ABC123123

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
1234567890

ABC123ExtraBOLD
BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABC123MEDIUM
LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Arial English

ABC123/ABC123

1234567890

123

MEDIUM

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABC123

BOLD

123

LIGHT

1234567890

Arial Arabic
REGULAR/BOLD

123
1234567890

REGULAR/BOLD

12

LOGO USAGE

Minimum Size
In order to maintain clarity,legibility and have a good brandpresence, the logo should not be
reproduced any smaller thanthe minimum sizes outlined here.

3.5 cmGrey Scale Identity
Grayscale/black and white logo areappropriate for special production
techniques such as etching on wood and metal.

13

Our monochrome logo
A monochrome logo type is easy to recognize and simple to use.
With a look and feel to match, this one color theme adds a lot of ﬂexibility as it
opens up the WorldSkills Asia Abu Dhabi 2023 brand identity formany different uses and creative expressions.

14LOGO DISPLAY COLORS &LOCK-UP LOGO
WorldSkills Asia Abu Dhabi 2023 Logo should
be displayed on the left side. When displaying
the logo on a photographic image or coloredbackground, always use the vacant space.
Should the media or printing constraints makeit difﬁcult to display the lock-up logo in fullcolor, it can be displayed in monochrome.

Title;
Artwork

Monochrome versions

The lock-up logo should be displayed in full color on awhite background. When displaying the lock-up logo
on a photographic image or coloured background, thewhite, Dark Blue (primary Color) or the boxed
lock-up logo should be used.

Sub Title
Fruitiger 75 BlackSub Title
Fruitiger 45 Light

Lock-up logo

www.worldskillsasiaabudhabi2023.com

15

LOCK-UP LOGO - USAGE ON A BACKGROUND

Lock-up logo can be displayedon a colored background

White lock-up logo can be displayedon a colored background

White lock-up logo can be displayedon a colored background

White lock-up logo can be displayedon a colored background

White lock-up logo can be displayedon a colored backgroundDo not display the colored lock-up logo on acolored backgroundDo not change colour of the lock-up logo

Do not use a border around the lock-up logo

Do not display monochromatic lock-up logo on
a complex / busy background16

THINGS TO AVOID AND
INCORRECT USAGE
Our logo stands for who we are. To protect theintegrity of our organization and to ensure
WorldSkills Asia Abu Dhabi 2023
communicates consistently, it is important thatlogos are used exactly as supplied and not
reproduced or altered in any way.
Always use the logo in its original color tomaintain consistent brand identity andrecognition. In situations wherethe original color clashes or hinders
visibility, the white version of the logo
should be utilized to ensure
it remains visible, legible, and impactful.

THINGS TO AVOID AND INCORRECT USAGE
Our logo stands for who we are. To protect
the integrity of our organization and toensure Worldskills Asia communicatesconsistently, it is important that logos areused exactly as supplied and not reproducedor altered in any way.
DON’T add any effects ordrop shadows to the logo

DON’T not add a glow

DON’T rotate or use the logoat an angle

DON’T outline the logotype

DON’T rotate or use the logo
at an angle

DON’T alter the relationship(spacing, size) between the elements

DON’T recreate or replace elements

DON’T use a gradient

DON’T stretch or condense

DON’T crop the logo under
any circumstances

DON’T add or create any straplines
with the logo

DON’T use on a busy background

DON’T alter or replace the logotype

WorldSkills Asia | Brand Guidelines

LOGO USAGE | 12

17LAYOUT 01

COUNTRY
LOGOTitle;
Artwork
Sub Title
Fruitiger 75 Black205pt/225;■

Fruitiger Lt Com, 55 Roman
100pt/125;■

Fruitiger Lt Com, 55 Roman
Fruitiger Lt Com, 55 Roman
100pt/125;■Title; Artwork
Sub Title
Fruitiger 75 Black

Fruitiger Lt Com,55 Roman 100pt/125;

Customer : Emirates Skills

Results
Lorem Ipsum is simply dummy text of theIndustry :Skill Development
Location : MBZ, Abu Dhabi

printing and typesetting industry. Lorem Ipsum

Title;
Artwork
Sub Title
Fruitiger 75 Black■

Fruitiger Lt Com, 55 Roman
100pt/125;
Fruitiger Lt Com, 55 Roman
100pt/125;

Fruitiger Lt Com,55 Roman 100pt/125;

has been the industry's standard dummy
worldskillsasiaabudhabi2023.com@WorldSkillsasia

www.worldskillsasiaabudhabi2023.com

18

LAYOUT 02

Title; Artwork
Sub Title
Fruitiger 75 Black
Fruitiger Lt Com, 55 Roman
100pt/125;
www.worldskillsasiaabudhabi2023.com

Title;
Artwork
Sub Title
Fruitiger 75 Black

Fruitiger Lt Com,
55 Roman 100pt/125;

Title;
Artwork
Sub Title
Fruitiger 75 Black

Fruitiger Lt Com, 55 Roman
100pt/125;

www.worldskillsasiaabudhabi2023.com

19

LAYOUT 03
Country Post

WorldSkills Asia Abu Dhabi 2023
JUNIOR SKILLSS AV E T H E D AT EWorldSkills Asia
Abu Dhabi 2023

27 - 29

We are proud to participate in

ADNEC

NOVEMBER 2023

Kazakhstan

Uzbekistan

TurkeyIran

Saudi Arabia
Oman

27 - 29 November 2023
ADNEC

Mongolia

Kyrgystan

Turkmenistan

Syria
Iraq

WorldSkills Asia
Abu Dhabi 2023

PakistanSouth Korea

China

AfghanistanJapan

Web banner

Nepal
India

Yemen

MyanmarThailandPhilippines

Vietnam

Countries

Malaysia

Indonesia

across Asia participating inWorldSkills Asia
Abu Dhabi 2023
27 - 29 November 2023

ADNEC

Improving our world
with power of Skills

Abu Dhabi Hosts the 2ndWorldSkills Asia Competition

WorldSkills Asia Abu Dhabi 2023
27 - 29 November 2023

ADNEC

27- 29November 2023

ADNEC

02

www.worldskillsasiaabudhabi2023.com
WSAAD_2023_BG_AUG