Typography and Messaging
Typography and Messaging
The cut-outs are a nod to Aramco’s legacy: the spirit of sport and innovation. We draw them from the letters in the word where it all began – energy.
Unaligned Left Alignment
We want to express our sponsorship of sport and velocity in a dynamic, vibrant way. That is why the messaging is deliberately unaligned - a reference to being first to the goal. Here, two out of three lines are aligned either left or right, while one line breaks the pattern and stands out from the rest.
Top left alignment
Top left unaligned alignment
Unaligned Right Alignment
We want to express our sponsorship of sport and velocity in a dynamic, vibrant way. That’s why the messaging is deliberately unaligned - a reference to being first to the goal.Here, two out of three lines are aligned either left or right, while one line breaks the pattern and stands out from the rest.
Top right alignment
Top right alignment
Adding A Metadata Layer
To amplify which event we are sponsoring, a metadata layer can be added between elements of the main message. This allows for a lock-up that includes both the core message and contextual event information.
The metadata layer consist of the event name, location and date/year. It can “slide” horizontally, but must remain aligned with the letterforms in the main messaging, as shown in the example.
Top right alignment
Right unaligned alignment
Adding A Metadata Layer for Left Aligned Messaging
Adding A Metadata Layer for Right Aligned Messaging
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