This document defines the unified visual framework for Al-Turath University's brand identity. It outlines the approved standards for using the logo, colors, fonts, and visual elements across all digital and print materials produced by the university and its units. The goal is to ensure consistency of the institutional brand and strengthen recognition locally and internationally.
1. Identity & Values
The visual identity of Al-Turath University reflects six core values embodied by the brand in every appearance:
| Value | Visual Meaning |
|---|---|
| Academic Excellence | Deep dark blue #04194e — reflects scholarly gravitas and academic dignity |
| Al-Turath & Authenticity | Gold #FFC000 — symbolizes cultural heritage and inherited knowledge |
| Innovation | Modern typography and whitespace — reflect openness and contemporary spirit |
| Professionalism | Consistency in application across all 14 units and colleges |
| Inclusivity | Bilingual Arabic/English support with equal visual professionalism |
| Sustainability | A visual system applicable efficiently in both digital and print |
2. Official Logo
The logo is the most critical visual element of the brand identity, and its usage guidelines must be strictly followed.
2.1 Logo Variants
2.2 Logo Clear Space
A clear space must be maintained around the logo equal to at least the height of the letter "T" in "Turath", to prevent visual interference from surrounding elements.
2.3 Minimum Size
- For digital screens: 120 pixels wide minimum
- For print: 30mm wide minimum
- Shield mark: 60 × 60 pixel minimum
2.4 Usage
✅ Correct Usage
- On white or very light background
- On corporate blue #04194e (white variant)
- On photos with overlay ensuring contrast
- Maintain original logo proportions
- Use SVG for web, PDF for print
❌ Prohibited Usage
- Distorting or stretching the logo
- Altering original logo colors
- Adding unapproved shadows or visual effects
- Placing on busy backgrounds that reduce clarity
- Combining with other logos without adequate spacing
- Redrawing manually or from memory
3. Color Palette
Al-Turath University's identity uses a limited, disciplined color palette divided into three categories: primary, secondary, and neutral.
3.1 Primary Colors
RGB: 4, 25, 78
CMYK: 100, 95, 30, 50
RGB: 255, 192, 0
CMYK: 0, 25, 100, 0
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
3.2 Secondary Colors
RGB: 31, 78, 120
RGB: 13, 55, 106
RGB: 0, 29, 64
3.3 Neutral Colors
4. Typography
4.1 Primary Arabic Font
Al-Turath University adopts the font Cairo as the official font for Arabic texts, for its combination of modern clarity and authentic Arabic spirit.
4.2 Primary English Font
For English texts, the font Inter Or system-ui Alternatively, to ensure visual harmony with Cairo.
4.3 Size Scale
| Level | Size | Weight | Usage |
|---|---|---|---|
| H1 | 2.5rem (40px) | 800 | Main page heading |
| H2 | 1.875rem (30px) | 700 | Section headings |
| H3 | 1.5rem (24px) | 700 | Subsection headings |
| H4 | 1.25rem (20px) | 600 | Paragraph headings |
| Body | 1rem (16px) | 400 | Body paragraphs |
| Small | 0.875rem (14px) | 400 | Caption text |
5. Imagery & Icons
5.1 Image Standards
- Quality: 1920×1080 pixels minimum for hero images
- Format: WebP for web, AVIF as fallback, JPEG for print, PNG for transparency
- Alt Text: Mandatory for every image, descriptive in both Arabic and English
- Rights: University-owned or CC0/CC-BY only — no Google Images
5.2 Photography Style
✅ We Prefer
- Authentic photos of university events and students
- Clear, natural lighting
- Vibrant but not garish colors
- Focus on human interaction and achievement
- Diversity in representing students and colleges
❌ We Avoid
- Generic stock photos seen on thousands of sites
- Over-saturated images
- Excessive artistic filters (Vintage, B&W unnecessarily)
- Empty halls or buildings without people
- Low-quality construction-site photos
5.3 Icons
Open-source outline-style icon sets are used to unify appearance:
- Heroicons — For public interfaces
- Feather Icons — For tools and settings
- Lucide — For special cases
Avoid mixing different icon styles (filled with outline) on the same page.
6. Tone of Voice
Brand voice is an integral part of its identity. Al-Turath University maintains a specific tone in all communications:
| Attribute | Meaning | Example |
|---|---|---|
| Academic with agility | Precise without pretentiousness | «We offer internationally accredited programs» — not «Our University offers» |
| Respectful | Addresses students as partners | «We support you on your academic journey» — not «The student must commit» |
| Clear | Avoids complex sentences | Short, direct sentences, generally under 20 words |
| Positive | Focuses on opportunities | «Discover your options» — not «Don't miss the opportunity» |
| Local with global perspective | Modern Standard Arabic with accepted global terms | «Digital Transformation» is acceptable |
7. Practical Applications
7.1 Website
- Header: white background + logo + menu in Cairo font
- Primary Buttons: #04194e background + white text + 12px-24px padding
- Secondary Buttons: #FFC000 background + #04194e text
- Footer: #001D40 background + white text + gold links
7.2 Social Media
- Profile Images: shield logo on a #04194e background
- Cover Images: a mix of campus photos + the logo + the Al-Turath University wordmark
- Templates: headings use Cairo Bold 800 font on a gradient background from #04194e to #1F4E78
7.3 Official Publications
- Letterhead: logo at the top + contact information at the bottom in 9pt font
- Business Cards: 85×55mm + logo on the front + information on the back
- Booklets: A4 size + adhesive binding + at least 150g couché paper
7.4 Presentations
- Unified 16:9 ratio template
- First Slide: full #04194e background + logo in the center
- Internal slides: white background + #04194e sidebar with a width of 2cm + logo at the top
- Text sizes: Title 32pt, Body text 18pt minimum
8. Downloads
To request official brand identity files (logos in multiple formats, fonts, templates), please contact:
- Media & Public Relations Department
- Email: [email protected]
- Phone: 6112 / 6113