Body Text
Regular - 20 ptsWhat is Balady?
Balady is a national platform developed in
collaboration with municipalities to support the
community.
It offers interactive tools that promote community
engagement, E-services for easy access to essential
municipal licenses, and informative features that
support better decision-making and better quality of
life.
Brand Mark
Our logo symbolizes the roads of Saudi Arabia.
The Arabic word "Balady" is creatively angled
and cropped to represent key mapping elements
such as roads, intersections, and pinpoints,
truly capturing the essence of navigation in
every detail.
Inspired by Balady's identity and typography, we developed a design element that symbolizes maps. When deconstructed, the logo reveals shapes that represent roads and intersections.
The Balady logo is designed for flexibility across all layouts. The icon can be used alone in specific cases, while the logo with a wordmark works horizontally for wider spaces, and vertically for narrow formats.
Left sided horizontal logo Used for English layouts with any copy aligned to the left edge on left aligned designs.
Vertical logo Used for vertically spaced layouts.
Right sided horizontal logo Used for Arabic layouts with any copy aligned to the right edge on right aligned designs.
Icon The icon without the wordmark is only used for our official profile pictures or on the app store.
Clear Space
The two dots in the Balady icon represent our measuring unit. The distance formed by the two dots, positioned 45 degrees diagonally, defines the required clear space around the logo
Misusage
Do not rotate
Do not use Wordmark on its own
Do not de-construct
Do not use icon in several colors
Do not use Wordmark and icon in different colors
Do not use Workmark on top of the icon
Collaboration
Partner Logo Inside here
Partner Logo Inside here
When the sponsorship carries the same importance as the Balady logo, all logos should be evenly sized and balanced.
Partner Logo Inside here
Partner Logo Inside here
When the collaborating brand should not be the dominant entity, its logo size should be smaller and match the height of the Balady English and Arabic text elements.
Visual Balance
In some cases the partner brands and collaborators’ logo may not perfectly be balanced when aligned with our logo.
In such case the partner logo should be optically adjusted to create a more equal hierarchy.
by NHC Innovation
NHC Innovation is always in english regardless to the document language and logo alignment
Left sided horizontal logo Used for English layouts with any copy aligned to the left edge on left aligned designs.
Vertical logo Used for vertically spaced layouts.
Right sided horizontal logo Used for Arabic layouts with any copy aligned to the right edge on right aligned designs.
When to Use “by NHC Innovation”
Use the “by NHC Innovation” logo on
long exposure assets,
materials that people engage with over a longer
period or revisit.
Don’t use it on short exposure assets,
which are seen briefly and designed for quick
impact.
Long Exposure Examples
- Signage (offices, events)
- Collaterals
- Websites and microsites
- Mobile apps
- Emailers and newsletters
- Email signatures
- Activation Booth
- Branded wall panels
- etc..
Short Exposure Examples
- Ads (online, TV, outdoor, social media)
- Social media posts and stories
- Online videos and reels
- Paid influencer content
- Digital banners and search ads
- etc..
Colors
The colors of Balady were carefully selected to emphasize the distinctiveness of our navigation app.
Primary - Dark Blue
-
RGB
R: 0 G: 52 B: 73 -
HEX
#003449 -
CMYK
C: 98 M: 72 Y: 48 K: 44 -
Pantone
3035 C
Primary - Aqua
-
RGB
R: 47 G: 205 B: 194 -
HEX
#2FCDC2 -
CMYK
C: 65 M: 0 Y: 32 K: 0 -
Pantone
3252 C
Secondary - Yellow
-
RGB
R: 245 G: 222 B: 29 -
HEX
#F5DE1D -
CMYK
C: 6 M: 6 Y: 97 K: 0 -
Pantone
803 C
Secondary - Red
-
RGB
R: 241 G: 73 B: 56 -
HEX
#F14938 -
CMYK
C: 0 M: 87 Y: 84 K: 0 -
Pantone
Warm Red C
Secondary - Purple
-
RGB
R: 149 G: 71 B: 233 -
HEX
#9547E9 -
CMYK
C: 59 M: 76 Y: 0 K: 0 -
Pantone
265 C
Essential RGB Color settings
When working with RGB colors in Adobe applications, always ensure you're using the correct color profile to maintain consistency.
It's essential to use the sRGB IEC61966-2.1 color profile to ensure that all brand colors remain accurate and consistent across different files and platforms.
To set this color profile:
1. Go to Edit > Assign Profile.
2. Select sRGB IEC61966-2.1 from the list.
3. Click OK to confirm your selection.
Special Cases
In our brand, we exclusively use dark blue instead of black. However, if color printing is not available, such as in black and white prints, we will use black as a fallback option. This ensures branding stays consistent throughout.
Partnership Communications
Always use the most visible logo variation to ensure clarity and contrast. Select the approved color version that best stands out against the background.
Typography
Balady’s typography was selected to capture a sense of modernity while highlighting the app’s intuitive navigation.
English Typeface
Poppins
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z a b c d e f g h i j k l m n o p q r
s t u v w x y z
0 1 2 3 4 5 6 7 8 9
! @ # $ % ^ & * ( ) _
Nobody knows Saudi like Balady
Main Headline
Bold
92 pts
Next generation local maps and more
Subheadline
Medium
60 pts
This is the trusted next-generation of maps that puts every corner of the Kingdom in the palm of your hand! We are Saudi born, and we are proud to be solving all current pain points that our local customers face every day when navigating with international apps. Balady helps you unlock all the ins and outs of the country: blending unmatched local knowledge with accuracy, and enriching the way you navigate Saudi Arabia.
Body copy
Regular
25 pts
Arabic Typeface
Noto Kufi Arabic
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن هـ و ي
٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ ١ ٠
خرائط أدرى ببلدي
Main Headline
Bold
92 pts
خرائط محلية واكثر من الجيل الجديد بطريقة مبتكرة
Subheadline
Medium
60 pts
تطبيق الجيل الجديد من الخرائط الذي يضع كل زاوية من المملكة بين يديك! من قلب السعودية, نفخر بسعينا نحو حل جميع مشكلات التي تواجه العملاء داخل المملكة يوميًا عند التنقل مع التطبيقات الدولية. نساعدك على التنقل حول المملكة واكتشافها من خلال دمج المعرفة المحلية بالدقة وذلك يعزز رحلتك لأي مكان بالسعودية.
Body copy
Regular
25 pts
*For the Arabic copy, make sure to edit the «justification» values under «paragraph» to be around 70%, ensuring the spaces between the words are not too wide or narrow
English Web-safe Typeface
Helvetica Neue
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z a b c d e f g h i j k l m n o p q r
s t u v w x y z
0 1 2 3 4 5 6 7 8 9
! @ # $ % ^ & * ( ) _
Arabic Web-safe Typeface
Helvetica Neue Arabic
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن هـ و ي
٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ ١ ٠
Copy & Language
Communication is formal and clear, reflecting leadership values, strategic goals with a trustworthy presence across all B2B communication.
Tone of Voice
Corporate, Formal, Serious,
Proud, Trustworthy.
The tone reflects confident,
clear B2B communication aligning
with the voice of leadership
(e.g. the CEO).
Language Style
Use formal Arabic in written communication or Voice Over Use some technical phrases if needed (e.g. discussing new technological advancements)
Do
- Use clear, professional language
- Highlight impact and value
- Support claims with facts, services, or stats where relevant.
- Focus on benefits to the sector
- Ensure communication reflects alignment with Vision 2030
- Align with the voice of leadership
Don’t
- Be disrespectful
- Use vague or generic claims
- Use casual or overly informal tone
- Oversell or exaggerate
Visual Identity
Social Media
Templates
Balady templates are built from our patterns and variable depending on the context of the posts
Our visual identity is centered on our distinct
colors, designed to make compositions pop and
stand out, complemented by photography and
custom map assets that highlight Balady’s
features.
This identity is further shaped by our unique
logo shapes, which create brand patterns that
define our layouts and structures.
End Frames Templates
The end frames are closing video segments,
with each version tailored to the video’s length
and overall objective.
Patterns
Any part of the logo can be used to create suitable patterns for design compositions. No elements other than the selected sections can be used to create patterns
Collaterals
These collaterals adhere to Balady’s visual system, showcasing its two primary colors to create a modern, simple, and distinctive appearance. Balady’s identity and signature patterns are consistently highlighted, ensuring they remain central to the design.
Iconography
Road Signage
Directional Signage
Charts
Used to present data in decks intended for internal communication or other corporations / ministries
Infographics
Infographics should simplify complex information, making data and services visually clear
Digital
This section showcases examples of how our social platforms and digital assets can appear with our identity applied.
Main Headline
Bold - 53 ptsSubheadline
Medium - 30 ptsParagraph - try placing the cursor on me!
Body TextRegular
10 pts
What is Balady+?
Balady+, next generation local maps and more. It’s
designed specifically for the people of Saudi,
offering an experience that truly understands the
culture, streets, and unique landmarks of Saudi
Arabia.
Balady+ provides the most accurate, up-to-date
routes and locations, customized for the Saudi
lifestyle. It offers advanced features such as speed
bump alerts, speed limit alerts, lane guidance,
indoor navigation and more, to ensure users have a
seamless and safe trip around Saudi Arabia.
Brand Mark
Our logo symbolizes the roads of Saudi Arabia.
The Arabic word "Balady" is creatively angled
and cropped to represent key mapping elements
such as roads, intersections, and pinpoints,
truly capturing the essence of navigation in
every detail.
Inspired by Balady+'s identity and typography, we developed a design element that symbolizes maps. When deconstructed, the logo reveals shapes that represent roads and intersections.
The Balady+ logo is designed for flexibility across all layouts. The icon can be used alone in specific cases, while the logo with a wordmark works horizontally for wider spaces, and vertically for narrow formats.
Left sided horizontal logo Used for English layouts with any copy aligned to the left edge on left aligned designs.
Vertical logo Used for vertically spaced layouts.
Right sided horizontal logo Used for Arabic layouts with any copy aligned to the right edge on right aligned designs.
Icon The icon without the wordmark is only used for our official profile pictures or on the app store.
Clear Space
The two dots in the Balady+ icon represent our measuring unit. The distance formed by the two dots, positioned 45 degrees diagonally, defines the required clear space around the logo
Misusage
Do not rotate
Do not use Wordmark on its own
Do not de-construct
Do not use icon in several colors
Do not use Wordmark and icon in different colors
Do not use Workmark on top of the icon
Collaboration
Partner Logo Inside here
Partner Logo Inside here
When the sponsorship carries the same importance as the Balady+ logo, all logos should be evenly sized and balanced.
Partner Logo Inside here
Partner Logo Inside here
When the collaborating brand should not be the dominant entity, its logo size should be smaller and match the height of the “Balady” English and Arabic text elements.
Visual Balance
In some cases the partner brands and collaborators’ logo may not perfectly be balanced when aligned with our logo.
In such case the partner logo should be optically adjusted to create a more equal hierarchy.
by NHC Innovation
NHC Innovation is always in English regardless to the document language and logo alignment
Left sided horizontal logo Used for English layouts with any copy aligned to the left edge on left aligned designs.
Vertical logo Used for vertically spaced layouts.
Right sided horizontal logo Used for Arabic layouts with any copy aligned to the right edge on right aligned designs.
When to Use “by NHC Innovation”
Use the “by NHC Innovation” logo on
long exposure assets, materials that
people engage with over a longer period or
revisit.
Don’t use it on short exposure assets,
which are seen briefly and designed for quick
impact.
Long Exposure Examples
- Signage (offices, events)
- Collaterals
- Websites and microsites
- Mobile apps
- Emailers and newsletters
- Email signatures
- Activation Booth
- Branded wall panels
- etc..
Short Exposure Examples
- Ads (online, TV, outdoor, social media)
- Social media posts and stories
- Online videos and reels
- Paid influencer content
- Digital banners and search ads
- etc..
Colors
The colors of Balady+ were carefully selected to emphasize the distinctiveness of our navigation app.
Primary - Dark Blue
-
RGB
R: 0 G: 52 B: 73 -
HEX
#003449 -
CMYK
C: 98 M: 72 Y: 48 K: 44 -
Pantone
3035 C
Primary - Aqua
-
RGB
R: 47 G: 205 B: 194 -
HEX
#2FCDC2 -
CMYK
C: 65 M: 0 Y: 32 K: 0 -
Pantone
3252 C
Primary - Purple
-
RGB
R: 149 G: 71 B: 233 -
HEX
#9547E9 -
CMYK
C: 59 M: 76 Y: 0 K: 0 -
Pantone
265 C
Essential RGB Color settings
When working with RGB colors in Adobe applications, always ensure you're using the correct color profile to maintain consistency.
It's essential to use the sRGB IEC61966-2.1 color profile to ensure that all brand colors remain accurate and consistent across different files and platforms.
To set this color profile:
1. Go to Edit > Assign Profile.
2. Select sRGB IEC61966-2.1 from the list.
3. Click OK to confirm your selection.
Special Cases
In our brand,
we exclusively use dark blue instead
of black.
However, if color printing is not
available, such as in black and white
prints, we will use black as a fallback
option. This ensures branding stays
consistent throughout.
Extended Color Palette
Used strictly for UI/UX purposes, such as Websites and Mobile Applications.
Primary Accent
10
25
50
100
200
300
400
#2FCDC2
500
600
700
800
900
925
950
990
Primary Accent
10
25
50
100
200
300
400
#003449
500
600
700
800
900
925
950
990
Primary Accent
10
25
50
100
200
300
400
#9547e9
500
600
700
800
900
925
950
990
Secondary Accent - Mild Traffic & Warning
10
25
50
100
200
300
400
#f5de1d
500
600
700
800
900
925
950
990
Secondary Accent - Heavy Traffic & Error
10
25
50
100
200
300
400
#f14938
500
600
700
800
900
925
950
990
Tertiary Accent
10
25
50
100
200
300
400
#4E00C5
500
600
700
800
900
925
950
990
Tertiary Accent - Warning
10
25
50
100
200
300
400
#FFBB00
500
600
700
800
900
925
950
990
Tertiary Accent - Trees & Grass only
10
25
50
100
200
300
400
#60D35B
500
600
700
800
900
925
950
990
Neutral Accent
10
25
50
100
200
300
400
#898989
500
600
700
800
900
925
950
990
AI Accent
#FFBB00 #F14938 #4E00C5 #9547E9
#9547E9 #4E00C5 #F14938 #FFBB00
#9547E9 #4E00C5 #F14938 #FFBB00
In-App Colors
Dark Blue: Represents the vehicle shown on the
map, that indicates the user’s location.
Aqua: Signifies smooth routes with no traffic,
allowing users to quickly identify optimal
paths.
Orange: Represents heavy traffic, signaling
congested areas that users may want to avoid.
Yellow: Indicates mild traffic conditions,
alerting users to be aware of possible delays.
Partnership Communications
Always use the most visible logo variation to ensure clarity and contrast. Select the approved color version that best stands out against the background.
Typography
Balady’s typography was selected to capture a sense of modernity while highlighting the app’s intuitive navigation.
English Typeface
Poppins
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z a b c d e f g h i j k l m n o p q r
s t u v w x y z
0 1 2 3 4 5 6 7 8 9
! @ # $ % ^ & * ( ) _
Nobody knows Saudi like Balady
Main Headline
Bold
92 pts
Next generation local maps and more
Subheadline
Medium
60 pts
This is the trusted next-generation of maps that puts every corner of the Kingdom in the palm of your hand! We are Saudi born, and we are proud to be solving all current pain points that our local customers face every day when navigating with international apps. Balady helps you unlock all the ins and outs of the country: blending unmatched local knowledge with accuracy, and enriching the way you navigate Saudi Arabia.
Body copy
Regular
25 pts
Arabic Typeface
Noto Kufi Arabic
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن هـ و ي
٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ ١ ٠
خرائط أدرى ببلدي
Main Headline
Bold
92 pts
خرائط محلية واكثر من الجيل الجديد بطريقة مبتكرة
Subheadline
Medium
60 pts
تطبيق الجيل الجديد من الخرائط الذي يضع كل زاوية من المملكة بين يديك! من قلب السعودية, نفخر بسعينا نحو حل جميع مشكلات التي تواجه العملاء داخل المملكة يوميًا عند التنقل مع التطبيقات الدولية. نساعدك على التنقل حول المملكة واكتشافها من خلال دمج المعرفة المحلية بالدقة وذلك يعزز رحلتك لأي مكان بالسعودية.
Body copy
Regular
25 pts
*For the Arabic copy, make sure to edit the «justification» values under «paragraph» to be around 70%, ensuring the spaces between the words are not too wide or narrow
English Web-safe Typeface
Helvetica Neue
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z a b c d e f g h i j k l m n o p q r
s t u v w x y z
0 1 2 3 4 5 6 7 8 9
! @ # $ % ^ & * ( ) _
Arabic Web-safe Typeface
Helvetica Neue Arabic
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن هـ و ي
٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ ١ ٠
English In-App Typeface
Golos Text
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z a b c d e f g h i j k l m n o p q r
s t u v w x y z
0 1 2 3 4 5 6 7 8 9
! @ # $ % ^ & * ( ) _
Arabic In-App Typeface
Frutiger LT Arabic
أ ب ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن هـ و ي
٩ ٨ ٧ ٦ ٥ ٤ ٣ ٢ ١ ٠
Copy & Language
This section defines how Balady+ speaks: warm, confident, and local. It ensures every word reflects who we are and how well we know our streets, our people, and our tone.
Tone of Voice
Fun, friendly, positive,
patriotic.
We speak like locals who know
the way. Clear. Helpful.
Friendly.
Language Style
Use Modern Standard Arabic and
white dialect in copy as well as
English, depending on the medium
Use light white dialect in
voiceover
Keep it short, simple, and
familiar
Avoid technical or complex
phrases
Treat Balady+ as feminine in
Arabic, except when followed by
'تطبيق' or used in
phrasing like
'رفيق على الطريق'
Phrasing Rules
- Always use our messaging whenever it aligns with the communicated idea:
- Balady+ local maps and more
- Nobody knows Saudi like Balady
- Next generation local maps and more
- For Nobody knows Saudi like Balady, the plus sign is not added as it's the slogan
- CTA is always Download Balady+ (Download Balady+ now) depending on design
- Feature naming is as follows:
- Lane navigation
- Indoor navigation
- Speed bump alerts
- Speed limit alerts
- Roadblock alerts
- 3D maps \ 3D interface
- When discussing the speed limit alerts feature, tie it back to safety
- Keep communication clear, respectful and positive
- Always remember to position Balady+ as the solution to challenges on the road in KSA
Do
- Be respectful, positive, & patrioti
- Be aware of culture, religion, and local sensitivities.
- Stick to brand's pillars
- Use the messaging appropriately
- Focus on safety aspects and seamless navigation
- Use the proper feature names
- For social media: focus on one idea
Don’t
- Use negative / disrespectful / alienating language
- Use Saudi and Local together in the same sentence
- Use colloquial Saudi words such as وش \ إيش \ عشان
- Mention competitors' names
- For social media: don't mix too many ideas in one post
- Exaggerate or make false claims
- Mention speed tickets or cameras when discussing speed limit alerts
Visual Identity
Social Media Samples
Our visual identity is centered on our distinct
colors, designed to make compositions pop and
stand out, complemented by photography and
custom map assets that highlight Balady+’s
features.
This identity is further shaped by our unique
logo shapes, which create brand patterns that
define our layouts and structures.
Key Visual Templates
End Frames Templates
The end frames are closing video segments,
with each version tailored to the video’s length
and overall objective.
For 6-Second videos End frames consist of a still color frame with “Nobody Knows Saudi like Balady.”
For 15-Second videos End frames consist of still color frames with “Nobody Knows Saudi like Balady”, followed by “Next generation local maps and more” and “#BaladyKnows.”.
For 30-Second videos or more End frames consist of still color frames with “Next generation local maps and more”, followed by “Nobody Knows Saudi like Balady.”
Patterns
Any part of the logo can be used to create suitable patterns for design compositions. No elements other than the selected sections can be used to create patterns
3D Elements
3D Icons
ChatGPT Prompt A highly detailed 3D isometric icon of [OBJECT/SCENE], in a playful cartoon style with smooth rounded shapes, vibrant colors (#9547E9 purple, #FFBB00 orange, #60D35B green, #31CDC2 teal), purple accents (#9B51E0), simplified semi-realistic details, no text, transparent background, exported as PNG
Characters
Sara
Saud
Social Media Guidelines
General Rules
- Keep Text Short
- Keep the Visual Clean and minimal
- Incorporate local context
- Use Consistent Tone of Voice
- Use Consistent Font-Size Ratio
- Use guide arrow on Cover pages
- Use our 3D Elements
- Use the correct Logo Variant
When to use the logo
- Video End Frames
- Partnership/Sponsored posts
- Dark Posts
Types of posts
Informative
Memes
Content Creation
Local Guide
Platform Specific Rules
- Fun tone of voice
- Minimum Templates
- 4:5 Ratio for Images
- 9:16 Ratio for Stories and Videos
- Use full screen product shots whenever possible
- Mixture of Fun and Serious
- News Templates
- No Memes
- Serious tone of voice
- News Templates
- No Memes
- Fun tone of voice
- 16:9 Ratio for Videos
- 9:16 Ratio for Shorts
- Fun tone of voice
- Mostly memes and Trends
- 9:16 Ratio for Stories and Videos
Collaterals
These collaterals adhere to Balady+’s visual system, showcasing its two primary colors to create a modern, simple, and distinctive appearance. Balady+’s identity and signature patterns are consistently highlighted, ensuring they remain central to the design.
Iconography, Charts & Infographics
Iconography
Balady+ uses consistent icons to keep things
clear and familiar.
You spot it, you get it, no guessing.
Simple, local, and made for ease.
The icons were inspired by Balady+ Logo
Bold, Filled, with a mix of rounded and
sharp edges
17x17 Grid
Location Pin
The Location Pin
Every location has a specific pin, showing accuracy and attention to detail
Grid Showcase
When designing your icons, here’s what you need to keep in mind:
Always try to go with symmetry
Use x0.5 increments ( 1 px, 1.5 px, 2
px, etc.. )
Minimum Radius of 0.5 on rounded
Minimum Width of 1 pixel for
strokes/Fill
Keep Spacing consistent
Zoom back and examine the icon
Charts
Used to present data in decks intended for internal communication or other corporations / ministries
Infographics
Infographics should simplify complex information, making data and services visually clear
Digital
This section showcases examples of how our
social platforms
and digital assets can appear with our identity
applied.
