Composition System
Elements (Toolkit)
Each element of the visual system works as part of a unified toolkit. When combined with intent, they build communications that are bold, adaptable, and unmistakably Aramco.
Identity Conveys who we are
Typography Carries information with clarity
Color Adds expression and energy
Imagery Captures moments and emotion
Graphic elements Provide rhythm and structure
The Grid
The layout grid is designed for clarity and consistency, using a square system that complements the all-caps typography style.
Dynamic Alignment
Dynamic alignment allows text to shift left or right within the grid, creating variation while maintaining consistency. Skipping rows introduces spacing and rhythm, giving type room to breathe and improving clarity.
This approach mirrors the motion principles of our brand — making layouts feel active and forward-looking, even in static form.
This approach mirrors the motion principles of our brand — making layouts feel active and forward-looking, even in static form.
Other Alignments
Dynamic alignment is the primary approach. Center and left align-ments are secondary options that provide flexibility for specific communication needs.
Left alignment
Provides structure and clarity. Best for information-heavy layouts.
Center alignment
Creates balance and focus. Best for single messages or formal expressions.
Alignments Dos and Don’t
Dynamic alignment is the primary approach. Center and left align-ments are secondary options that provide flexibility for specific communication needs.
Left alignment
Provides structure and clarity. Best for information-heavy layouts.
Center alignment
Creates balance and focus. Best for single messages or formal expressions.
Conveys energy and movement. Our primary approach for sponsorship layouts.
Modes of Communication
In application, each element of the toolkit forms the core building blocks of our visual identity. How these elements are combined in a layout depends on the type of communica-tion and the tone of voice.
The chart below serves as a reference for how different applications can be expressed within the system.
The chart below serves as a reference for how different applications can be expressed within the system.
Expression matrix showing modes of communication from quiet to loud, and from informative to inspiring.
Composition
Each composition uses the same toolkit with different emphasis. Color, typography, imagery, and graphics shift in priority to match the tone. Use this chart to choose the right balance for each application.
Expressive -Loud and Inspiring
Informative - Clear and Structured
Premium - Refined and Elevated
Community -Inclusive and Vibrant
Composition Overview
This page shows all four composition approaches at a glance for quick reference. Each style is defined by its tone, intended use, and application of the toolkit. Use this overview to identify the right approach at a glance before diving into the detailed guidance that follows.
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