Fakhruddin all in one presentation revised3

C O R P O R A T E I D E N T I T Y G U I D E L I N E S 2 0 1 1

CONTENTS
RATIONALE
INTRODUCTION
FAKHRUDDIN HOLDINGS
FAKHRUDDIN TRADING
FAKHRUDDIN PROPERTIES
FAKHRUDDIN PLASTICS INDUSTRIES
STERLING PARFUMS
PREMIER COSMETICS & TOILETRIES
SEA PEARL PERSONAL CARE
EXTERNAL COMMUNICATION STYLE GUIDELINES
SUMMARY
FURTHER INFORMATION

INTRODUCTION
This document sets the guidelines for our corporate identity. Please take the time to read and understand the
guidelines and how they impact on the approach you will take in communicating and delivering our brand
promise. Our goal is to create an integrated brand image that is clear, consistent and well communicated
across our target markets.
Every Fakhruddin employee is a brand ambassador and it is imperative that you are all aligned with the
values of our brand. With every contact we have with our stakeholders and whenever we represent our
brand, we have the opportunity to strengthen our brand or to cause it to lose some of its prestige and
value. This document provides all the detail you will need to ensure that you present our brand correctly.
Our brand is one of the company’s most valuable asset. Building and protecting the brand by adhering to
our standards is everyone’s job.
Fakhruddin Marketing & Communications Department

WHAT IS OUR BRAND?
Branding is a term used by many people every day, but few really understand
what it means. A brand is intangible, it’s an image, a reputation or legacy – it’s
the one thing that sets us apart from every other company that offers precisely
the same products and services as us. It may be the one thing that makes a
business or individual consumer select us instead of our competitors.
Our brand communicates and regulates our messages and images in the
marketplace and makes us recognizable to our stakeholders. It is what sets us
apart from our competition in the market place.
Our brand is our reputation.
THE BRAND

THE BRAND
THE LOGO CONCEPT
The logo represents different entities within Fakhruddin Holdings while symbolically maintaining the
F & H. The shapes in the logo represents the solid foundation to show stability and strength.
COLOUR PROPERTIES
The use of colors blue and silver denotes trust and partnership between the different business groups.
TAGLINE
The tagline has no more than three words and resonates from the fact that
Symbol
Logotype
Tagline

THE PHILOSOPHY
Our mission is to develop mutually beneﬁcial
relationships with our stakeholders so that we
become the partner of choice by providing a
portfolio of commercially viable businesses that
are market leaders in their respective ﬁelds.
MISSION STATEMENT

THE PHILOSOPHY
To become a leading global conglomerate
providing a portfolio of dynamic brands that
are aligned to the needs of the marketplace.
VISION

INTEGRITY
To believe and demonstrate a moral code of soundness that is aligned to good business ethics.
CREATIVITY
To transcend traditional thought processes and ideas to create intelligent thinking and delivering practical
concepts that enhances organizational and individual performance and well-being.

EMPLOYEE SATISFACTION
Employees are our biggest assets and brand ambassadors. To provide an environment that promotes
talent nurturing and intellectual thinking, creating a positive culture that contributes to the success of the
employee and the organization.

EXCELLENT CUSTOMER SERVICES
Investing time to develop strategic relationships with customers that facilitates the delivery of services
beyond customer expectations.

SOCIAL RESPONSIBILITY
Committed to improving the quality of life for our employees, their families and the local community.
THE PHILOSOPHY
VALUES

To invest in relationships with our
stakeholders that builds conﬁdence and
trust in the products and services we offer.
THE PHILOSOPHY
Our brand promise is

BRAND MESSAGES
Our messages that reinforces our value proposition:
Fakhruddin Holdings is a leading conglomerate in the Middle East
with a diverse portfolio of successful businesses that includes trading,
plastics, beauty and personal care, property development and joint
ventures.
Fakhruddin Holdings is committed to investing in relationships with
our stakeholders to facilitate sustainable business growth.
Fakhruddin Holdings is constantly looking at innovative ways to add
commercially viable brands to our diverse portfolio of products and
services.

BRAND PROPOSITION
Fakhruddin Holdings is a leading conglomerate
in the Middle East with a diverse portfolio of
successful businesses that includes trading,
plastics, beauty and personal care, property
development and joint ventures.
BRAND POSITIONING STATEMENT

GROUP OVERVIEW - INDUSTRY SPECIALISATION
BEAUTY &
PERSONAL CARE
PROPERTY
SOLUTIONS TRADING PLASTICS INDUSTRY
PROFESSIONAL
SERVICES
Fakhruddin General Trading
Marshal Trading
Fakhruddin Gifts & Novelties
AIR SANITATION
TECHNOLOGY
Energies & Utilities
Fakhruddin Ibrahim Al Hindi

COMPANY OVERVIEW
Sterling Parfums is the regions
specialist in the manufacture and
distribution of fragrances with diverse
brands catering to the lifestyles of a
global audience.
Premier Cosmetics is the regions
distribution of beauty and personal
care products.
Fakhruddin Properties is a leading
developer of residential, commercial and
industrial properties across prime locations
within the United Arab Emirates. With a
diverse portfolio of properties and a track
record of delivering facilities management
solutions across industrial, commercial
and residential properties, Fakhruddin
Properties is a name that you can trust.
Fakhruddin Holdings is a
leading conglomerate in
the Middle East for over five
decades with a diverse portfolio
of successful businesses that
includes trading, plastics,
beauty and personal care,
property development and
strategic joint ventures.
Akida Holdings specializes in green air
technology and has the exclusive worldwide
rights to a unique NASA funded technology
“Airocide”. Airocide is the only air purifier that
completely destroys airborne bacteria, mold,
fungi, viruses, volatile organic compounds
and odors. Akida Holdings is a joint venture
between Fakhruddin Holdings and Akida
Holdings.
Fakhruddin Consultancy Services has
been developed to provide strategic
consultancy services to clients across
the energies and utilities sector.
Fakhruddin Trading is the region’s
specialist in the wholesale import
and export of business and consumer
products to clients across Africa, Asia,
Europe and the Middle East.
www.fakhruddinholdings.com
Premier Plastic Industries is responsible
for the development and manufacture
of a diverse range of plastic items that
includes cosmetic containers, caps and
closures for perfume bottles, aerosols
and water bottles using state-of-the-
art injection moulding machinery.
Fakhruddin Facilities Management
are specialists in providing
customized facilities management
solutions across residential,
commercials and industrial
properties.
Fundamental Technical Services are
specialists in providing technical
operations and maintenance
solutions to organizations across
residential, commercial and
industrial sectors.
Federal Security Services are
specialists in providing customized
security solutions to clients across
industry sectors.

COMPANY OVERVIEW
products to clients across Africa,
Asia, Europe and the Middle East.
Laser
Kawashi
Excel Power
Laser Tech
Omuda
Lord
Dingo
Peacock
Linc
Geparlys
Vicco
Dulhan
Beauty
Collection
Topaz
Yeti
Sea Pearl
Caola
Crystal
Timmy
Lady Diana
NovaDiana
Feah
Formula
Easy Clean Femelle

Caps and
closures for
aerosols
Mineral
water bottle
caps
Caps and
closures for
perfume
bottles
Premier Plastics is responsible for
the development and manufacture
of a diverse range of plastic items
that includes caps and closures
for perfume bottles, aerosols
and mineral water bottles using
state-of-the-art injection moulding
machinery.
COMPANY OVERVIEW

Lake Central
Oasis High Park
Grand Lagoon
Coral International
Trafalgar Tower
Trafalgar Central
Trafalgar Executive
Ajman Shopping Mall
Employee
Accommodation
Centers
Warehouses
Residential
&
Commercial
Projects
Industrial
Projects
Facilities
Management
Solutions
Fakhruddin Properties is a leading
developer of residential, commercial
and industrial properties across
prime locations within the United
Arab Emirates. With a diverse
portfolio of properties and a
track record of delivering facilities
management solutions across
industrial, commercial and residential
properties, Fakhruddin Properties is a
name that you can trust.
COMPANY OVERVIEW

COMPANY OVERVIEW
Operations
Consultancy
Services
Fakhruddin Facilities Management are
facilities management solutions across
residential, commercials and industrial
properties.

COMPANY OVERVIEW
Insulation
contracting
Partitions & false
ceiling contracting
Floor & tiling works
Electromechanical
equipment
installation
Cladding works Painting contracting
Building cleaning
services
Engraving and
ornamentation
works
Air conditioning,
ventilations & air
filtration systems
installation &
maintenance
Carperntry &
flooring contracting

Health Care
Food
ConsumerCommercial
Floral
Akida Holdings specializes in
green air technology and has the
exclusive worldwide rights to a
unique NASA funded technology
“Airocide”. Airocide is the only air
purifier that completely destroys
airborne bacteria, mold, fungi,
viruses, volatile organic compounds
and odors. Akida Holdings is a
joint venture between Fakhruddin
Holdings and Akida Holdings.
GCS 100
GCS 50
GCS 25
COMPANY OVERVIEW

Fakhruddin Consultancy Services has
been developed to provide strategic
consultancy services to clients across
the energies and utilities sector.
UtilitiesEnergies
COMPANY OVERVIEW

COMPANY OVERVIEW
Logistics
Warehouse
Security Maritime Security
Event Security
Data Centres
Hospitals and
Schools
Car Parks & Valet
Office Security
Retail Security
Visitor Attractions
Security
VIP Protection

Contract
Manufacturing
Sterling Parfums is the regions
distribution of fragrances with diverse
brands catering to the lifestyles of a
global audience.
COMPANY OVERVIEW

Baby Care
Facial Masks
Facial Wash
Moisturizers
Skin Cream
Face & Body Scrubs
Hair Treatment
Herbal Shampoo
Moisturizers
Scrubs
Body Lotion
Facial Cleansers
Styling Gel
Hair Oil & Tonic
Hand Sanitizers
Sun Screen
Nail Polish Remover
Baby Care
Premier Cosmetics is the regions
specialist in the manufacture
and distribution of beauty and
personal care products.
Contract
Manufacturing
COMPANY OVERVIEW

Facial Cleansers
Personal
Care
Ear Swabs
Zig zag Cotton
Cosmetic Round
Pads
Cotton Wool Balls
Cotton Rolls
Pocket Tissues
Cosmetic
Cottons
Sea Pearl is the region’s
specialist and market leader in
the manufacture and distribution
of the finest cotton and personal
care products across Africa, Asia,
Contract
Manufacturing
COMPANY OVERVIEW

COMMUNICATION TOOLS
Pantone 2758
Master Logo
To be used in all ofﬁcial business documents
and marketing collaterals.
Single Colour
Distribution
Black
Special Colour Distribution
Metallic Silver Ink
Reverse colour (White)

COMMUNICATION TOOLS
COLOUR PALETTE
Pantone 2758
C 100, M 90, Y 10
Pantone 2728
C 96, M 69
Black
Pantone 429
C 3, K 32
Please note that the use and application of our corporate colours helps to build our brand image by ensuring
consistency in our look and feel.
White Special ink metallic silver

COMMUNICATION TOOLS
Full colour logo on a light
background
Full colour logo on a white
background
Black colour logo on a white
background
REPRODUCTION OF LOGO ON LIGHT
BACKGROUND
Pantone 2758 colour logo on a
white background

COMMUNICATION TOOLS
Silver colour logo on a dark
background
REPRODUCTION OF LOGO ON DARK
BACKGROUND
White colour logo on a dark
colour background
White colour logo on a black
background

COMMUNICATION TOOLS
CORRECT USE OF LOGO ON DIFFERENT BACKGROUNDS

COMMUNICATION TOOLS
Business documents
USING THE LOGO
Corporate AdvertisementPresentations

LOGO SPACING
When using the logo, allow it to “breathe” and have
maximum impact by preserving a minimum clear space
zone around it. The minimum clear space is equal to the
height of the F, as illustrated.
Maintaining the clear space zone between the logo and
other graphic elements such as type, images, other logos,
and the edge of pages, helps to ensure that the logo retains
a strong presence wherever it appears. Where possible,
allow even more space around the logo.
COMMUNICATION TOOLS

0.5 inch
Minimum size
RESIZING THE LOGO
For legibility in print, we recommend that the logo should not be
reproduced smaller in width than 0.5 inch for print.
Legibility of the logotype must be maintained.
Manipulation of the logo in a manner which would cause distortion is
not allowed. The logo may be resized, but the proportions must be
maintained.
The logo should be proportionately resized from the corner indicated by
the arrow on top. Never “pinch” or “stretch” the logo to resize it.
COMMUNICATION TOOLS

The logotype, symbol and tagline should appear together wherever space permits. However, the logo may
be used alone but in proximity of the tagline as shown below. The tagline text must be increased by 20% to
ensure its visibility along with the symbol and logotype.
COMMUNICATION TOOLS
USING THE TAGLINE
Symbol
Logotype
Tagline

HOLDING COMPANY ASSOCIATION
Endorsement in wordings
Endorsement line with company logo
Endorsement with the Holdings logo
in single color
Examples of how to include the Holdings endorsement with its companies and products
across communication channels:
COMMUNICATION TOOLS

COMMUNICATION TOOLS
FONT STYLE
INTERNAL USE
This is the ONLY acceptable font for use by employees.
To be used in emails, documents, tenders, spreadsheets, et al.
Calibri Regular Calibri Bold
!"#$%&'()*+,-./0123456789:; !"#$%&'()*+,-./0123456789:
<=>?@ABCDEFGHIJKLMNOPQRSTU; ; ;<=>?@ABCDEFGHIJKLMNOPQRST
VWXYZ[]^_; ; ; ; ; ; UVWXYZ[]^
EXTERNAL USE
These fonts are ONLY for use by the Marketing Department.
To be used in Company Brochures, Advertisements, Website, Flyers, Promotional materials, et al.
Avenir Light (Body text) Avenir Medium (Titles/Heading)
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789
Futura Bold Futura Condensed

Pantone 2758
Black
Black font
White font
FONT COLOURS
COMMUNICATION TOOLS

EMAIL FORMAT - CEO / COO
COMMUNICATION TOOLS
$@<M;-M`;*JCI;$J@a
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DKNPN>DIB; @IO; GPO; G<I; PGG<; A@PB<DO; <PBP@M<@NOJ; J?JGJM@; ?JGPKO<; J; >JIN; ?JGJM; NDNHJ?J;
GPKO<OP@MJ;?J;J?;?JGJM@;H<BIDH;?JGJM;<PBP@MJ;@P;A<>DGDN;@<;>JM@;@NOMP?;@PBD<O;Q@GDN;<?;
O<O;?DJ;J?JGJM;<PBP@;H<BI<;>JM;IB;@PB<DO;@IDH;Q@ID=C;@Oa;LP<OPHN<I;C@I?M@;;I>DIDND;NDNG;
?JGPO@;HJGJM@@O;<O@H;Q@G@N@LP<O;<GDO;<GDLP<Oa;Q@G;?JGJM@;A<>D?PDN;?JGJM@;?DBIDN;?JGJMK@M;DG;
@PBD<H>JIN@?;?@GDLP<H>JI;C@IDN;<GDN;<OPH;?PDN;<O`
"JM@; ?@G; PO@; A<>>PH; Q@M>DGG; <JMK@M; N@IO; <GDOa; Q@IDN; <PO@Oa; LPDKNPN; J; @PBP@; Q@MJ; ?JGJM@;
Q@G@I?M@;@PDN;IJN;IJIN@;?JG@NNDH;DGG<;A@PH;?JGJM;NPHN<I;@>O@O;GJM;I>DI;QPGKPO<O;<H@Oa;LPD;
@NOJ;>JIPGKPO;<>DG;DI;@PB<DO;Q@G;@NN@LP<H;UUMDPNOJ;?D<Ha;Q@GDO;RDNNDO;<PO<O`
"@NO;2@B<M?Na
(OM;CH_&;EBLO>>CH
!"#$%&'()*+&,-*.$/0*&12.*"&3',14
!"#$%&'#()*+,-
_
&!+(25$$)._(/,$).'3
0`;/`;"JS;ZV]_;b;$P=<Da;5IDO@?;!M<=;%HDM<O@N
0CJI@c;;d_]W;Z;^^[[[^^;;;;;;;;&<Sc;d_]W;Z;^^[[[^_
-J=DG@c;d_]W;[[;WXYZ[];;;;;;%bH<DGc;?@Q`H<FCeA<FCMP??DICJG?DIBN`>JH
RRR`A<FCMP??DICJG?DIBN`>JH
.+/0,%--12(3*4-1256(16(+(4#+-125($*254*7#,+8#(12(80#(91--4#(!+68(:180(+(-1'#,6#(;*,<*41*(*=(6%$$#66=%4(
>%612#66#6(80+8(12$4%-#6(8,+-125?(;4+6&$6?(>#+%8@(+2-(;#,6*2+4($+,#?(;,*;#,8@(-#'#4*;7#28(+2-(A*128(
Q@IOPM@N`
B016(#7+14($*28+126($*2C-#2&+4(12=*,7+&*2(=*,(80#(6*4#(%6#(*=(80#(128#2-#-(,#$1;1#28D6E(F=(@*%(+,#(2*8(80#(128#2-#-(,#$1;1#28?(;4#+6#($*28+$8(
80#(6#2-#,?(-#4#8#(8016(#7+14(+2-(7+128+12(80#($*2C-#2&+418@(*=(:0+8(@*%(7+@(0+'#(,#+-E
Body text
Calibri Regular, 10pts.
Designation
Calibri Bold, 10pts.
Department
Business Name
Contact Info
Positioning Stement
Disclaimer
Signature
Calibri Bold, 10 pts.

EMAIL FORMAT - EMPLOYEES
$@<M;-M`;*JCI;$J@a
!I?DKNPH; ?DKNPH; IJ; N; IPGKPO@; H<BIDNNDN; ; @; O@; HJGJM; <?DBIDN; N@LPDKN; PN>DKDNDOa; NDO; Q@G;
DKNPN>DIB; @IO; GPO; G<I; PGG<; A@PB<DO; <PBP@M<@NOJ; J?JGJM@; ?JGPKO<; J; >JIN; ?JGJM; NDNHJ?J;
GPKO<OP@MJ;?J;J?;?JGJM@;H<BIDH;?JGJM;<PBP@MJ;@P;A<>DGDN;@<;>JM@;@NOMP?;@PBD<O;Q@GDN;<?;
O<O;?DJ;J?JGJM;<PBP@;H<BI<;>JM;IB;@PB<DO;@IDH;Q@ID=C;@Oa;LP<OPHN<I;C@I?M@;;I>DIDND;NDNG;
?JGPO@;HJGJM@@O;<O@H;Q@G@N@LP<O;<GDO;<GDLP<Oa;Q@G;?JGJM@;A<>D?PDN;?JGJM@;?DBIDN;?JGJMK@M;DG;
@PBD<H>JIN@?;?@GDLP<H>JI;C@IDN;<GDN;<OPH;?PDN;<O`
"JM@; ?@G; PO@; A<>>PH; Q@M>DGG; <JMK@M; N@IO; <GDOa; Q@IDN; <PO@Oa; LPDKNPN; J; @PBP@; Q@MJ; ?JGJM@;
Q@G@I?M@;@PDN;IJN;IJIN@;?JG@NNDH;DGG<;A@PH;?JGJM;NPHN<I;@>O@O;GJM;I>DI;QPGKPO<O;<H@Oa;LPD;
@NOJ;>JIPGKPO;<>DG;DI;@PB<DO;Q@G;@NN@LP<H;UUMDPNOJ;?D<Ha;Q@GDO;RDNNDO;<PO<O`
"@NO;2@B<M?Na
$?P_-;EB
!"#$%&56"7*/89&:&'#;;$8).6/#8<&=)"*.>#"
9+,/#&25(G(H*77%21$+&*26(I#;+,87#28
_
&!+(25$$)._(/,$).'3
0`;/`;"JS;ZV]_;b;$P=<Da;5IDO@?;!M<=;%HDM<O@N
0CJI@c;;d_]W;Z;^^[[[^^;;;;;;;;&<Sc;d_]W;Z;^^[[[^_
-J=DG@c;d_]W;[[;WXYZ[];;;;;;%bH<DGc;?@Q`H<FCeA<FCMP??DI`<@
RRR`A<FCMP??DICJG?DIBN`>JH
.+/0,%--12(3*4-1256(16(+(4#+-125($*254*7#,+8#(12(80#(91--4#(!+68(:180(+(-1'#,6#(;*,<*41*(*=(6%$$#66=%4(
>%612#66#6(80+8(12$4%-#6(8,+-125?(;4+6&$6?(>#+%8@(+2-(;#,6*2+4($+,#?(;,*;#,8@(-#'#4*;7#28(+2-(A*128(
Q@IOPM@N`
B016(#7+14($*28+126($*2C-#2&+4(12=*,7+&*2(=*,(80#(6*4#(%6#(*=(80#(128#2-#-(,#$1;1#28D6E(F=(@*%(+,#(2*8(80#(128#2-#-(,#$1;1#28?(;4#+6#($*28+$8(
80#(6#2-#,?(-#4#8#(8016(#7+14(+2-(7+128+12(80#($*2C-#2&+418@(*=(:0+8(@*%(7+@(0+'#(,#+-E
Body text
Designation
Department
Business Name
Contact Info
Positioning Stement
Disclaimer
Signature
COMMUNICATION TOOLS

COMMUNICATION TOOLS - CORPORATE STATIONERY
A4 SIZE LETTERHEADS / CONTINUATION SHEETS

ENVELOPES
(16 x 22.5 cm)
(10.5 x 23.5cm)
(32 x 22.8 cm)

BUSINESS CARDS
Front Back

INTERNAL MEMOS

FAX COVER SHEET

REPORT COVER / DOCUMENT FORMAT

NOTEPADS/COMPLIMENT SLIPS

POWERPOINT TEMPLATES
Title
Text color: Corporate Blue
Subtitle
Logo Graphic
Background
Heading
TITLE PAGE SECTION PAGE
COMMUNICATION TOOLS - PRESENTATIONS

LogoTaglineHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: Corporate Blue
CONTENT PAGE END PAGE

THE BRAND
THE GLOBE
The globe in the logo denotes global penetration - that we are a company that extends boundaries by
entering into new markets with new products.
The logo has a modern look which signiﬁes growth while maintaining the F within it.
LOGO TYPE
The name itself positions us clearly in the minds of the customer to say who we are and what we represent.
COLOUR PROPERTIES
The color green has been maintained for continuity with the addition of the blue to signify our strength,
growth and the inﬁnite range of services we provide our customers.
TAGLINE
There is no tag line as the company name positions itself.
The Globe
Logotype

Our mission is to source the very best product
lines at the lowest price and hold the region’s
largest portfolio of diverse products under one
roof.
To offer our customers competitive pricing
and quality merchandise whilst building
relationships of trust and customer service.
THE PHILOSOPHY
MISSION STATEMENT

Our vision is to become the region’s leading
wholesaler for import and export of business
and consumer products.
THE PHILOSOPHY
VISION

To provide innovative and diverse range of quality products
at the best price;
To ensure that the customer experience is memorable and
exceeds expectations.
THE PHILOSOPHY

BRAND MESSAGES
• Fakhruddin Trading is the region’s specialist in the wholesale import and export of business
and consumer products to clients across Africa, Asia, Europe and the Middle East.
• Fakhruddin Trading provides the most innovative, diverse and cost effective products in
the region.
• Fakhruddin Trading has over five decades of experience in building sustainable customer
relationships.
• Fakhruddin Trading is recognized as the region’s leading wholesale provider of products
that include beauty and personal care, toys, household, hardware and general items.
• Fakhruddin Trading has in-house manufacturing capabilities to facilitate diverse and
customized products at competitive pricing with reduced lead times.
• Fakhruddin Trading has the maximum storage capacity to hold excess stocks facilitating
bulk buying and economies of scale resulting in competitive pricing and reduced lead
times to the customer.
• Fakhruddin Trading works in partnership with leading brands to promote a portfolio of
diverse products that are aligned to market needs.
• Fakhruddin Trading is a member of Fakhruddin Holdings, a leading conglomerate with a
diverse portfolio of successful businesses.

Fakhruddin Trading is the region’s specialist in
the wholesale import and export of business and
consumer products to clients across Africa, Asia,
BRAND PROPOSITION

products to clients across Africa,
Asia, Europe and the Middle East.
Laser
Kawashi
Excel Power
Laser Tech
Omuda
Lord
Dingo
Peacock
Linc
Geparlys
Vicco
Dulhan
Beauty
Collection
Topaz
Yeti
Sea Pearl
Caola
Crystal
Timmy
Lady Diana
NovaDiana
Feah
Formula
Easy Clean Femelle
TRADING BRANDS OVERVIEW

Solid black Reverse colour (White)Gradient
Master Logo
To be used in all ofﬁcial business documents,
marketing collaterals and retail signages.
Single Colour Distribution
Flat Colour Distribution (No Gradient)
When gradient printing is not permissible,
(i.e. screen printing, embroidery, carton boxes).
COMMUNICATION TOOLS

CORPORATE PALETTE
Pantone 2758
C 100, M 90, Y 10
Pantone 376
C 50, Y 99
Black
Pantone 356
C 99, M 16, Y 98, K 3
Do not create your own gradient mix. Contact our Marketing
and Communications Department to request for a soft copy
ﬁle in ai or pdf formats.
GRADIENT COLOURS
Grayscale
Full colour
COMMUNICATION TOOLS

background
Single colour logo on a white
background
BACKGROUND
graphic background
COMMUNICATION TOOLS

Solid white logo on black
background
Flat colour logo on Pantone 356
background
REPRODUCTION OF LOGO ON DARK BACKGROUND
Flat colour logo on black
background
COMMUNICATION TOOLS

CORRECT USE OF LOGO ON DIFFERENT BACKGROUNDS
COMMUNICATION TOOLS

LOGO SPACING
When using the logo, allow it to “breathe” and have maximum
impact by preserving a minimum clear space zone around it.
The minimum clear space is equal to the height of the F, as
illustrated.
Maintaining the clear space zone between the logo and other
graphic elements such as type, images, other logos, and the
edge of pages, helps to ensure that the logo retains a strong
presence wherever it appears. Where possible, allow even
more space around the logo.
COMMUNICATION TOOLS

0.5 inch
Minimum size
RESIZING THE LOGO
For legibility in print, we recommend that the logo should
not be reproduced smaller in width than 0.5 inch for print.
Manipulation of the logo in a manner which would cause
distortion is not allowed. The logo may be resized, but the
proportions must be maintained.
The logo should be proportionately resized from the corner
indicated by the arrow on top. Never “pinch” or “stretch” the
logo to resize it.
COMMUNICATION TOOLS

Endorsement line with the logo
in single color
COMMUNICATION TOOLS

FONT STYLE
INTERNAL USE
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
EXTERNAL USE
COMMUNICATION TOOLS

Black
White font
FONT COLOURS
COMMUNICATION TOOLS

Dear Mr. John Doe,
Andipsum dipsum no s nulpute magnissis e te molor adignis sequips uscipisit, sit vel
ipsuscing ent lut lan ulla feugait augueraesto odolore dolupta o cons dolor sismodo
luptatuero do od dolore magnim dolor auguero eu facilis ea core estrud eugiat velis ad
tat dio odolor augue magna cor ng eugait enim venibh et, quatumsan hendre ncinisi sisl
dolute moloreet atem velesequat alit aliquat, vel dolore faciduis dolore dignis dolorper il
eugiamconsed deliquamcon henis alis atum duis at.
Bore del ute faccum vercill aorper sent alit, venis autet, quipsus o eugue vero dolore
velendre euis nos nonse dolessim illa feum dolor sumsan ectet lor ncin vulputat amet, qui
esto conulput acil in eugait vel essequam zzriusto diam, velit wissit autat.
Best Regards,
Zainab Fakhruddin
Chief Operating Officer
Executive Board
FAKHRUDDIN TRADING
P. O. Box 40769 - Dubai, United Arab Emirates
Phone +971 4 8855588 Fax +971 4 8855589
Mobile +971 55 1234567 E-mail zainab@fakhruddintrading.ae
www.fakhruddintrading.ae
Fakhruddin Trading are specialist in the wholesale import and export of business and consumer products to clients
across Africa, Asia, Europe and the Middle East region. Fakhruddin Trading is a member of Fakhruddin Holdings, a
leading conglomerate with a diverse portfolio of successful businesses.
This email contains confidential information for the sole use of the intended recipient/s. If you are not the intended recipient, please contact
the sender, delete this email and maintain the confidentiality of what you may have read.
Body text
Designation
Department
Business Name
Contact Info
Positioning Statement
Disclaimer
Calibri Regular,8pts.
Signature
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Baber Jahangir
HR Assistant Manager
HR & Administration Department
FAKHRUDDIN TRADING
Phone +971 4 8855588 Fax +971 4 8855589
Mobile +971 55 1234567 E-mail hr@fakhruddintrading.ae
www.fakhruddintrading.ae
Fakhruddin Trading are specialist in the wholesale import and export of business and consumer products to clients
across Africa, Asia, Europe and the Middle East region. Fakhruddin Trading is a member of Fakhruddin Holdings, a
leading conglomerate with a diverse portfolio of successful businesses.
COMMUNICATION TOOLS
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Calibri Regular,8pts.
Signature

A4 SIZE LETTERHEADS / CONTINUATION SHEETS

(16 x 22.5 cm)
(10.5 x 23.5cm)
(32 x 22.8 cm)
ENVELOPES

Front Back
BUSINESS CARDS
Zainab Fakhruddin
Chief Operating Officer

INVOICE / RECEIPTS

KYC FORM (KNOW YOUR CUSTOMER)

Title
Text color: White
Subtitle
Text color: White
Logo Graphic
Background
LogoHeading
Text color: C50, Y99

LogoSilhouetteHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: C50, Y99

SALES STAFF UNIFORM / NAME BADGE
Embroidered logo
COMMUNICATION TOOLS - UNIFORMS

HOARDINGS / SIGN BOARDS
COMMUNICATION TOOLS - RETAIL SIGNAGE

Our mission is to develop iconic landmarks around
the world catering to the needs of various consumers,
offering an innovative and unique lifestyle, which
ultimately delivers quality and value to all our
stakeholders.
THE PHILOSOPHY
MISSION STATEMENT

Our vision is to serve value and lifestyle to
the growing needs of the consumers across
the world, through continuous improvement,
innovation and commitment, while focusing
at the best interests of all our stakeholders
in compliance to the environment where we
operate and serve.
THE PHILOSOPHY
VISION

To provide residential, commercial and industrial properties
that are visually aesthetic and offer exceptional value for
money.
To be committed to quality, innovation and excellent
customer service that builds trust and empowers respect
with our clients.
To offer end to end customized solutions from buying to
maintaining your property to the highest standards.
THE PHILOSOPHY

BRAND MESSAGES
Fakhruddin Properties is a reputable developer of residential, commercial and industrial
properties across prime locations within the United Arab Emirates.
Fakhruddin Properties has a diverse portfolio of projects comprising apartments, villas,
ofﬁces, shopping malls and labour camps across the United Arab Emirates that includes
Downtown Jebel Ali, Sheikh Zayed Road, Business Bay, Silicon Oasis, Sports City, Jumeirah
Village South, The Lagoons, International City and Ajman.
Fakhruddin Facilities Management, a division of Fakhruddin Properties, are specialists in
providing customized facilities management solutions across industrial, commercial and
residential properties.
Fakhruddin Properties provides cost effective employee accommodation centers that
caters to clients’ needs.
Fakhruddin Properties has a diverse range of warehouses in the UAE which provides
storage solutions for clients.
Fakhruddin Properties is a member of Fakhruddin Holdings, a conglomerate with a diverse
portfolio of successful businesses.

Fakhruddin Properties is a reputable
developer of residential, commercial and
industrial properties across prime locations
within the United Arab Emirates.
specialists in providing customized facilities
management solutions across residential,
commercial and industrial properties.
BRAND PROPOSITION

Lake Central
Oasis High Park
Grand Lagoon
Coral International
Trafalgar Tower
Trafalgar Central
Trafalgar Executive
Ajman Shopping Mall
Warehouses
Industrial
Projects
Fakhruddin Properties is a
leading developer of residential,
commercial and industrial
properties across prime locations
within the United Arab Emirates.
With a diverse portfolio of
properties and a track record of
delivering facilities management
solutions across industrial,
commercial and residential
properties, Fakhruddin Properties
is a name that you can trust.
Employee
Accommodation
Centers
Residential
&
Commercial
Projects
Facilities
Management
Solutions
COMPANY OVERVIEW

Master Logo
To be used in all ofﬁcial business documents
Single Colour
Distribution
Black
Reverse colour
(White)
Coporate Blue Black
COMMUNICATION TOOLS

GRADIENT COLOURS
Blue
C 88, M 8, Y 7, K 1
Black
Sky Blue
C 46, M 3, Y 3
Green
C 84, M 17, Y 96, K 5
Dark Blue
C 92, M 50, Y 5, K 1
Cool Gray
C 27, M 19, Y 16, K 4
Blue Sky Blue GreenDark Blue Cool Gray
Do not create your own gradient mix. Contact our Marketing and Communications
Department to request for a soft copy ﬁle in ai or pdf formats.
COMMUNICATION TOOLS
COLOUR PALETTE

background
background
background
BACKGROUND
COMMUNICATION TOOLS

White colour logo on a dark
background
BACKGROUND
Full colour logo on a dark colour
background, font colour reversed
background
COMMUNICATION TOOLS

0.5 inch
RESIZING THE LOGO
Minimum size For legibility in print, we recommend that the logo should
not be reproduced smaller in width than 0.5 inch for print.
Manipulation of the logo in a manner which would cause
distortion is not allowed. The logo may be resized, but the
proportions must be maintained.
The logo should be proportionately resized from the corner
indicated by the arrow on top. Never “pinch” or “stretch” the
logo to resize it.
COMMUNICATION TOOLS

Fakhruddin Properties is a member of Fakhruddin Holdings
Examples of how to include the Holdings endorsement with its companies and projects
Endorsement line with the logo
in single color
COMMUNICATION TOOLS

Black font on light
colour background
FONT COLOURS
White on dark colour
background
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Yusuf Fakhruddin
Chief Executive Officer
Executive Board
Phone +971 4 3297920 Fax +971 4 3297921
Mobile +971 55 1234567 E-mail yhamid@fakhruddin.ae
www.fakhruddinproperties.com
Fakhruddin Properties is a leading developer of residential, commercial and industrial properties across prime locations
within the United Arab Emirates. Fakhruddin Properties is a member of Fakhruddin Holdings, a leading conglomerate
with a diverse portfolio of successful businesses.
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Dev Makh
Marketing & Communications Director
Marketing & Communications Department
Phone +971 4 3297920 Fax +971 4 3297921
Mobile +971 55 1234567 E-mail d.makh@fakhruddin.ae
www.fakhruddinproperties.com
Fakhruddin Properties is a leading developer of residential, commercial and industrial properties across prime locations
within the United Arab Emirates. Fakhruddin Properties is a member of Fakhruddin Holdings, a leading conglomerate
with a diverse portfolio of successful businesses.
COMMUNICATION TOOLS
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature

A4 LETTERHEADS / CONTINUATION SHEETS

ENVELOPES
(16 x 22.5 cm)
(10.5 x 23.5cm)
(32 x 22.8 cm)
(43 x 32.5 cm)

Front Back
BUSINESS CARDS

FORMS

Cover Inside
FOLDER

Cover
Inside pages
HANDOVER MANUAL
COMMUNICATION TOOLS - OWNER’S MANUAL

Title
Text color: White
Subtitle
Text color: White
Logo Graphic
Background
Graphic
Background
Heading
Text color: White

LogoSilhouetteHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: Blue Gradient
Graphic
Background
Logo

MISSION STATEMENT
To deliver customized integrated facilities management
solutions utilizing industry best practices to the mutual
benefit of all our stakeholders.

VISION
To be the regional market leader and partner of
choice in delivering integrated facilities management
solutions to our stakeholders.

To provide a complete range of cost-efficient and
industry approved facilities management solutions that
provide real value to our clients and their investments.
BRAND PROMISE

BRAND PROPOSITION
Fakhruddin Facilities Management are specialists in
providing customized facilities management solutions
across residential, commercials and industrial
properties.

OUR CREDENTIALS
• Fakhruddin Facilities Management is one of the region’s most respected facilities management companies with a
track record of delivering integrated facilities management solutions to clients.
• Fakhruddin Facilities Management is committed to developing relationships based on trust and sincerity and delivering
customized solutions that are efficient and cost effective.
• Fakhruddin Facilities Management knowledge base is unrivalled with teams consisting of highly skilled professionals
with an abundance of knowledge accumulated from delivery of global facilities management programs.
• Fakhruddin Facilities Management has consistently managed projects ranging from residential buildings, commercial
buildings, manufacturing premises, warehouses and employee accommodation centers ( labour camps).
• Fakhruddin Facilities Management is a member of Fakhruddin Holdings, a leading 50 year old conglomerate with a
• Fakhruddin Facilities Management works in partnerships with its sister operations, Fakhruddin Properties, Fundamental
Technical Services and Federal Security Services to deliver integrated bespoke solutions to its clients.

Operations
Consultancy
Services
facilities management solutions across
residential, commercials and industrial
properties.
COMPANY OVERVIEW

OUR PRODUCTS: SERVICES
• Cleaning
• Security
• Mechanical electrical plumbing
• Civil
• Lifeguarding
• Pest control
• Landscaping
• Fire fighting & alarm system
• Waste management solution
• Property handover
• Management of warranties
• Lease management & rent
collection
• Legal assistance

OUR PRODUCTS: CONSULTANCY
• Strategic studies
• Design reviews
• Cost modeling
• Operational studies
• Outsourcing specifications
• Contract transition
• Renovations and retrofits
• Energy efficiency
• Mechanical efficiency
• Insurance

OUR PRODUCTS: OPERATIONS
• Single point of contact
• 24/7 integrated services
• Computer aided fm
• Tailored reports
• Preventive maintenance
• Fit out works
• Coordinated tasks

Insulation
contracting
Partitions & false
ceiling contracting
Floor & tiling works
Electromechanical
equipment
installation
Cladding works Painting contracting
Building cleaning
services
Engraving and
ornamentation
works
Air conditioning,
ventilations & air
filtration systems
installation &
maintenance
Carperntry &
flooring contracting
OUR SERVICES

C O R P O R A T E I D E N T I T Y G U I D E L I N E S
2 0 1 1 E M P L O Y E E M A N U A L

BRAND MESSAGES
• Premier Plastic Industries is responsible for the development and
manufacture of a diverse range of plastic items that includes caps and
closures for perfume bottles, aerosols and mineral water bottles using
state-of-the-art injection moulding machinery.
• Premier Plastic Industries provides an integral support function to other
parts of the business(Sterling Perfumes and Cosmetics)
• Premier Plastic Industries is a specialty manufacturer of five gallon water
bottle plastic caps to clients across the Middle East.
• Premier Plastic Industries is a member of Fakhruddin Holdings, a
conglomerate with a diverse portfolio of successful businesses.

BRAND PROPOSITION
Premier Plastic Industries is responsible for the
development and manufacture of a diverse range
of plastic items that includes caps and closures for
perfume bottles, aerosols and mineral water bottles
using state-of-the-art injection moulding machinery.

Caps and
closures for
aerosols
Mineral
water bottle
caps
Caps and
closures for
perfume
bottles
Premier Plastics is responsible for
the development and manufacture
of a diverse range of plastic items
that includes caps and closures
for perfume bottles, aerosols
and mineral water bottles using
state-of-the-art injection moulding
machinery.
BRAND OVERVIEW

COMMUNICATION TOOLS
CORPORATE COLOURS
Red
M 100, Y 100
Black
Gray
Y 2, K 60

COMMUNICATION TOOLS
Master Logo
To be used in all official business documents
Black Reverse colour (White)

COMMUNICATION TOOLS
background
background
background
BACKGROUND

COMMUNICATION TOOLS
REPRODUCTION OF LOGO ON
DARK BACKGROUND
Solid white logo on a dark
colour background
background
Colour logo on a dark colour
background

COMMUNICATION TOOLS
CORRECT USE OF LOGO ON DIFFERENT
BACKGROUNDS

0.5 inch
COMMUNICATION TOOLS
RESIZING THE LOGO
Minimum size For legibility in print, we recommend that the logo should not be reproduced
smaller in width than 0.5 inch for print. Legibility of the logotype must be
maintained.
Manipulation of the logo in a manner which would cause distortion is not allowed.
The logo may be resized, but the proportions must be maintained.
The logo should be proportionately resized from the corner indicated by the
arrow on top. Never “pinch” or “stretch” the logo to resize it.

Premier Plastic Industries is a member of Fakhruddin Holdings
COMMUNICATION TOOLS
in single color

COMMUNICATION TOOLS
FONT STYLE
INTERNAL USE
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
EXTERNAL USE

COMMUNICATION TOOLS
FONT COLOURS
White colour font on a dark
background
Gray colour font on a light
background

COMMUNICATION TOOLS
Body text
Designation
Department
Business Name
Contact Info
Positioning Stement
Disclaimer
Signature
Dear Mr. John Doe,
Best Regards,
Husain Fakhruddin
Executive Board
PREMIER PLASTIC INDUSTRIES L.L.C.
Phone: +971 4 8855588 Fax: +971 4 8855589
Mobile: +971 55 1234567 E-mail: husain@fakhruddin.com
Premier Plastic Industries is responsible for the development and manufacture of a diverse range of plastic items that
include aerosols, perfume bottles and water bottle caps using state-of-the-art injection moulding machinery.
Fakhruddin Plastics is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful
businesses.

Body text
Designation
Department
Business Name
Contact Info
Positioning Stement
Disclaimer
Signature
COMMUNICATION TOOLS
Dear Mr. John Doe,
Best Regards,
Dev Makh
Group Marketing & Communications Director
PREMIER PLASTIC INDUSTRIES L.L.C.
Phone: +971 4 8855588 Fax: +971 4 8855589
Mobile: +971 55 1234567 E-mail: d.makh@fakhruddin.com
Premier Plastic Industries is responsible for the development and manufacture of a diverse range of plastic items that
include aerosols, perfume bottles and water bottle caps using state-of-the-art injection moulding machinery.
Fakhruddin Plastics is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful
businesses.

ENVELOPES

BUSINESS CARDS
Front Back

INTERNAL MEMOS

FAX COVER SHEET

Heading
Title
Subtitle
Logo Graphic
Background

LogoHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: Corporate Blue

Logo
Brand Name
Product Line
THE BRAND
• Sterling Parfums consists of four sub brands - Armaf, Estiara, Cosmo Designs and Hamidi Oud & Perfumes.
• The name itself positions us clearly in the minds of the consumer to say who we are and what we
represent.
• The colours have been kept the same as the Sterling logo to maintain the brand image identity as being
part of the Sterling umbrella.
TAGLINES
There is no tag line as the company name positions itself.

Our mission is to provide products and services with
quality and value. To establish beneficial business
relationships with suppliers who share our commitment
to customer service and competitive pricing.
THE PHILOSOPHY
MISSION STATEMENT

At Sterling Parfums, we strive to develop dynamic
global brands while focusing on the customer offering
in each location.
THE PHILOSOPHY
VISION

• To provide our customers with innovative, dynamic and
quality products at the most competitive price.
• To provide our consumers with products that they can trust
by consistently developing products that will make them
smell, look and feel their best at all times.
THE PHILOSOPHY

Sterling Parfums is the regions specialist in the
manufacture and distribution of fragrances with diverse
brands catering to the lifestyles of a global audience.
BRAND PROPOSITION

BRAND MESSAGES
Sterling Parfums:
• Sterling Parfums is the regions specialist in the manufacture and distribution of fragrances with diverse
brands catering to the lifestyles of a global audience.
• Armaf is a collection of luxury premium fragrances that exudes class, style and couture.
• Estiara is an inspiring range of alternative designer fragrances that is chic and affordable.
• Cosmo Design is a diverse range of fragrances that provides real value and appeals to the mass market.
• Hamidi Oud & Perfumes is a niche brand of concentrated Arabic perfumes oils and fragrances
• Sterling Parfums has state-of-the-art manufacturing facilities, that is GMP/AE/2010/219 and ISO 9001
certified, ensuring that all products comply with rigours quality standards.
• Sterling Parfums provides unique fragrances that can extend to beauty and personal care products
leveraging through its parent company network (Sterling Cosmetics and Sea Pearl).
• Sterling Parfums has developed a niche for contract manufacturing aligned to client and market
requirements.
• Sterling Parfums is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio
of successful businesses.

BRAND MESSAGES
Armaf:
• Armaf is an expression of luxury that is original, innovative and couture.
• Collection of signature fragrances and scented luxuries for both men and women.
• Modern, invigorating and inspiring scents for stylish and sophisticated men.
• Glamorous, indulgent and irresistible unique designer fragrances for women.
• Armaf provides quality, competitive pricing and unique packaging that exudes class,
style and elegance.

BRAND MESSAGES
Estiara:
• Alternative designer fragrances that draws inspiration from international fragrances
worldwide.
• Chic affordable alternative fragrances with contemporary designs and packaging.
• Hip, trendy and captivating fragrances for men.
• Sparkling, spirited and sophisticated fragrances aligned to the lifestyle of today’s women.

BRAND MESSAGES
Cosmo Designs:
• Extensive range of fresh and trendy fragrances for the mass market.
• Array of scents developed to cater for your everyday needs.
• Diverse and affordable products targeting the cosmopolitan individual.

Hamidi Oud & Perfumes:
• Leading manufacturer, retailer and distributor of oriental perfumes across the GCC.
• Diverse range of concentrated perfume oils, Bukhoors, Muattars, Agarwood, Dehn Al
Oud and a selection of lotions and creams developed for the needs of the Arabic
consumer.
• Manufactured using a combination of the finest ingredients and fragrance oils without
an alcoholic base.
BRAND MESSAGES

COMMUNICATION TOOLS
Master Logo
To be used in all official business documents, marketing
collaterals, advertisements, exhibitions and retail signages.
Single Colour Distribution (Black)
Logo on Dark Background

Black
Process Color
M 100, Y 60
Pantone 877C
Special Ink Silver
COMMUNICATION TOOLS
COLOUR PALETTE

COMMUNICATION TOOLS
background
background
BACKGROUND

BACKGROUND
Colour logo on a black
background
background
COMMUNICATION TOOLS

LOGO SPACING
When using the logo, allow it to “breathe” and have maximum impact by preserving a minimum clear space
zone around it. The minimum clear space is equal to the height of the S, as illustrated.
Maintaining the clear space zone between the logo and other graphic elements such as type, images, other
logos, and the edge of pages, helps to ensure that the logo retains a strong presence wherever it appears.
Where possible, allow even more space around the logo.
COMMUNICATION TOOLS

0.75 inch
Minimum size
RESIZING THE LOGO
For legibility in print, we recommend that the logo should not be reproduced
smaller in width than 0.75 inch for print. Legibility of the logotype must be
maintained.
Manipulation of the logo in a manner which would cause distortion is not allowed.
The logo may be resized, but the proportions must be maintained.
The logo should be proportionately resized from the corner indicated by the
arrow on top. Never “pinch” or “stretch” the logo to resize it.
COMMUNICATION TOOLS

COMMUNICATION TOOLS
BRAND LOGO : ARMAF
Single Colour Distribution (Black) Special Colour Print (Gold)

Single Colour Distribution (Black) Special Colour Print (Gold)
COMMUNICATION TOOLS
BRAND LOGO : ESTIARA

BRAND LOGO : COSMO DESIGNS
COMMUNICATION TOOLS

BRAND LOGO : HAMIDI OUD & PERFUMES
Full Colour Distribution Single Colour Distribution (Black)
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Ali Fakhruddin
Executive Board
STERLING PARFUMS
Phone +971 4 8855588 Fax +971 4 8855589
Mobile +971 55 1234567 E-mail ali@fakhruddin.ae
www.sterlingparfums.com
Sterling Parfums is the regions specialist in the manufacture and distribution of fragrances with diverse brands catering
to the lifestyles of a global audience. Sterling Parfums is a member of Fakhruddin Holdings, a leading conglomerate with
a diverse portfolio of successful businesses.
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

Sterling Parfums is a member of Fakhruddin Holdings Sterling Parfums is a member of Fakhruddin Holdings
ENVELOPES
(16 x 22.5 cm) (10.5 x 23.5cm)
(32 x 22.8 cm)

BUSINESS CARDS
Back
Front

NOTEPADS / COMPLIMENT SLIPS

Title
Text color: White
Subtitle
Text color: White
Logo Graphic
Background
LogoHeading
Text color: C50, Y99

Logo SilhouetteHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: C50, Y99

COMMUNICATION TOOLS - SIGNAGES
EXTERNAL BRADING - BUILDING FACADE

COMMUNICATION TOOLS - SIGNAGES
INTERNAL BRANDING - LOUNGE

INTERNAL BRANDING - RECEPTION AREA
COMMUNICATION TOOLS - SERVICE VEHICLES

SALES VAN / EMPLOYEES’ SERVICE VEHICLE
COMMUNICATION TOOLS - SERVICE VEHICLES

At Premier Cosmetics, we strive to develop dynamic
global brands while focusing on the customer offering
in each location.
THE PHILOSOPHY
VISION

• To provide our customers across the beauty and personal
care industry with innovative, dynamic and quality products
at the most competitive price.
• To provide our consumers with products that they can trust
by consistently developing products that will make them
look and feel their best at all times.
THE PHILOSOPHY

Premier Cosmetics is the regions specialist in the
manufacture and distribution of beauty and personal
care products.
BRAND PROPOSITION

BRAND MESSAGES
Premier Cosmetics:
• Premier Cosmetics is the regions specialists in the manufacture and distribution of beauty
and personal care products.
• Premier Cosmetics has a comprehensive range of products operating under the Lady
Diana and FEAH brand that entails skin care, acne solutions, herbal solutions, exfoliation
products and a range of bath and body products.
• Premier Cosmetics beauty and personal care products are manufactured using the finest
natural ingredients.
• Premier Cosmetics has state-of-the-art manufacturing facilities, that is GMP/AE/2010/220
and ISO 9001 certified, ensuring that all products comply with rigours quality standards.
• Premier Cosmetics can provide complete beauty and personal care products that extends
to fragrances and cotton accessories leveraging through its parent company network
(Sterling Parfums and Sea Pearl).
• Premier Cosmetics has developed a niche for contract manufacturing aligned to client
and market requirements.
• Premier Cosmetics is a member of Fakhruddin Holdings, a leading conglomerate with a

Lady Diana:
• Leading beauty and personal care brand providing a comprehensive range of products
catering to the lifestyle of today’s woman.
• Diverse selection of products from skin care, acne solutions, herbal solutions, cleansers,
exfoliation products and a range of bath and body products, all produced with natural
ingredients.
• State-of-the-art research and development laboratories, dedicated in analyzing and
using only the finest natural herbs, plants and substances to produce a unique range of
products at competitive prices.
BRAND MESSAGES

FEAH:
• Specialists in providing cosmetic products designed to promote vitality, beauty, and
overall good living.
• Extensive range of beauty and personal care products ranging from body care, skin care,
hair care and a selection of baby products.
• Continuous focus on development and introduction of new products aligned to the
needs of our customers.
• State-of-the-art research and development laboratory to produce innovative and value
oriented products.
BRAND MESSAGES

Premier Cosmetics & Toiletries Industries is a member of Fakhruddin Holdings
COMMUNICATION TOOLS
in single color
Examples of how to include the Holdings endorsement with its companies and products across
communication channels:

Black
Process Color
C 100, M 50
Process Color
K 50
Please note that the use and application of our corporate colours helps to build our brand
image by ensuring consistency in our look and feel.
COMMUNICATION TOOLS
COLOUR PALETTE

COMMUNICATION TOOLS
background
background
REPRODUCTION OF LOGO ON LIGHT BACKGROUND

COMMUNICATION TOOLS
REPRODUCTION OF LOGO ON DARK BACKGROUND
background
background

0.75 inch
Minimum size
RESIZING THE LOGO
maintained.
The logo should be proportionately resized from the corner indicated by
the arrow on top. Never “pinch” or “stretch” the logo to resize it.
COMMUNICATION TOOLS

Special Print (Silver Foil)
BRAND LOGOS : FEAH®
COMMUNICATION TOOLS

BRAND LOGOS : LADY DIANA
Single Colour Distribution (Black) Special Print (Silver Foil)
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Ali Fakhruddin
Executive Board
PREMIER COSMETICS
Phone +971 4 8855588 Fax +971 4 8855589
Mobile +971 55 1234567 E-mail ali@fakhruddin.ae
Premier Cosmetics is the region’s specialist in the manufacture and distribution of beauty and personal care products.
Premier Cosmetics is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful
businesses.
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

EMAIL FORMAT - EMPLOYEE
Dear Mr. John Doe,
Best Regards,
Dev Makh
PREMIER COSMETICS
Phone +971 4 8855588 Fax +971 4 8855589
Mobile +971 55 1234567 E-mail d.makh@fakhruddin.ae
www.sterlingbeautycare.com
Premier Cosmetics is the region’s specialist in the manufacture and distribution of beauty and personal care products.
Premier Cosmetics is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful
businesses.
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

ENVELOPES
(16 x 22.5 cm)
(10.5 x 23.5cm)
(32 x 22.8 cm)

A4 LETTERHEADS / CONTINUATION SHEETS
STERLING PARFUMS

NOTEPADS / COMPLIMENT SLIPS
STERLING PARFUMS

INTERNAL MEMOS - STERLING PARFUMS

REPORT COVER / DOCUMENT FORMAT - STERLING PARFUMS

Title
Text color: White
Subtitle
LogoGraphic
Background
Heading

LogoHeading
Separation Line
Thickness: 1 pt.
Color: C100, M50

Our mission is to consistently deliver quality products
and services to our customers and invest in business
relationships with suppliers to drive sustainable
business growth.
THE PHILOSOPHY
MISSION STATEMENT

At Sea Pearl we strive to develop the finest cosmetic
cotton and personal care products while focusing on
the customer offering in each location.
THE PHILOSOPHY
VISION

• To provide 100% cotton that is naturally soft, absorbent and
gentle on your skin.
• To provide our customers across the beauty and personal
care industry with innovative, dynamic and quality products
at the most competitive price.
• To ensure that the customer experience is memorable and
exceeds expectations.
THE PHILOSOPHY

BRAND MESSAGES
• Sea Pearl is the regions specialist in the manufacture and distribution of the finest cosmetic
cotton and personal care products across Africa, Asia, Europe and the Middle East.
• Sea Pearl has a diverse portfolio of products which includes ear swabs, cotton wool balls,
cosmetic round pads, zig zag cotton, cotton rolls, pocket tissues and facial cleansers.
• Sea Pearl uses state-of-the art technology to produce a diverse range of products that are
naturally soft, absorbent and gentle on the skin.
• Sea Pearl complies with international standards using only 100% natural cotton across a
diverse market.
• Sea Pearl has developed a niche for contract manufacturing aligned to client and market
requirements.
• Sea Pearl can provide a complete range of cotton products that extends to fragrances
and cosmetics leveraging through its parent company network ( Sterling Parfums and
Premier Cosmetics).
• Sea Pearl is a member of Fakhruddin Holdings, a conglomerate with a diverse portfolio
of successful businesses.

Facial Cleansers
Personal
Care
Ear Swabs
Zig zag Cotton
Cosmetic Round
Pads
Cotton Wool Balls
Cotton Rolls
Pocket Tissues
Cosmetic
Cottons
Sea Pearl is the region’s
specialist and market leader in
the manufacture and distribution
of the finest cosmetic cotton and
personal care products across
Africa, Asia, Europe and the
Middle East.
Contract
Manufacturing
BRAND OVERVIEW

Sea Pearl is the region’s specialist and market
leader in the manufacture and distribution of
the finest cosmetic cotton and personal care
products across Africa, Asia, Europe and the
Middle East.
BRAND PROPOSITION

REPRODUCTION OF LOGO
Master Logo
To be used in all ofﬁ cial business documents, marketing
collaterals, advertisements, exhibitions and retail signages.
To be used only in corrugated
carton box printing and/or when
printing is limited to one colour
only.
Black/White Monotone Blue GrayscaleMonotone Purple
COMMUNICATION TOOLS

Purple
C 60, M 90
Dark Blue
C 100, M 90
Cool Gray
C 27, M 19, Y 16, K 4
Textured Background
COLOUR PALETTE
COMMUNICATION TOOLS

LOGO SPACING
When using the logo, allow it to “breathe” and have maximum
impact by preserving a minimum clear space zone around it.
The minimum clear space is equal to 2x the height of the S, as
illustrated.
Maintaining the clear space zone between the logo and other
graphic elements such as type, images, other logos, and the
edge of pages, helps to ensure that the logo retains a strong
presence wherever it appears. Where possible, allow even more
space around the logo.
COMMUNICATION TOOLS

Sea Pearl is a member of Fakhruddin Holdings Endorsement in wordings
in single color
COMMUNICATION TOOLS

Sea Pearl Cotton
Manufacturing L.L.C.
Made in U.A.E
www.seapearl.ae
Sea Pearl is a member of Fakhruddin Holdings
Sea Pearl Cotton
Manufacturing L.L.C.
Made in U.A.E
www.seapearl.ae
COMMUNICATION TOOLS
An example of how to apply the endorsement on its packaging.
Existing packaging Proposed endorsement
application

0.5 inch
Minimum size
RESIZING THE LOGO
maintained.
The logo should be proportionately resized from the corner indicated
by the arrow on top. Never “pinch” or “stretch” the logo to resize it.
COMMUNICATION TOOLS

Dear Mr. John Doe,
Best Regards,
Yusuf Fakhruddin
Executive Board
SEA PEARL PERSONAL CARE INDUSTRIES L.L.C.
Phone +971 4 3335858 Fax +971 4 3335352
Mobile +971 55 1234567 E-mail yhamid@fakhruddin.ae
www.seapearl.ae
Sea Pearl is the regions specialist in the manufacture and distribution of the finest cosmetic cotton and personal care
products across Africa, Asia, Europe and the Middle East. Sea Pearl is a member of Fakhruddin Holdings, a leading
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

EMAIL FORMAT - EMPLOYEE
Dear Mr. John Doe,
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ent lut lan ulla feugait augueraesto odolore dolupta o cons dolor sismodo luptatuero do
od dolore magnim dolor auguero eu facilis ea core estrud eugiat velis ad tat dio odolor
augue magna cor ng eugait enim venibh et, quatumsan hendre ncinisi sisl dolute moloreet
atem velesequat alit aliquat, vel dolore faciduis dolore dignis dolorper il eugiamconsed
deliquamcon henis alis atum duis at.
Best Regards,
Dev Makh
SEA PEARL PERSONAL CARE INDUSTRIES L.L.C.
Phone +971 4 3335858 Fax +971 4 3335352
Mobile +971 55 1234567 E-mail d.makh@seapearl.ae
www.seapearl.ae
Sea Pearl is the regions specialist in the manufacture and distribution of the finest cosmetic cotton and personal care
products across Africa, Asia, Europe and the Middle East. Sea Pearl is a member of Fakhruddin Holdings, a leading
Body text
Designation
Department
Business Name
Contact Info
Disclaimer
Signature
COMMUNICATION TOOLS

LETTERHEADS / CONTINUATION SHEETS

ENVELOPES

FAX COVER SHEET

Title
Text color: White
Subtitle
Text color: White
LogoGraphic
Background
Graphic
Background
Heading
Text color: White

Gradient
Background
Logo
LogoHeading
Text color: Black
Separation Line
Thickness: 1 pt.
Color: Blue Gradient

MISSION STATEMENT
To deliver customized security solutions utilizing
industry best practices to meet the needs and
expectations of our clients.

VISION
To be the regional market leader and partner of
choice in delivering customized security solutions
to our clients.

BRAND PROMISE
To provide a complete range of security
solutions that provides real value and peace of
mind to our clients and their investments.

BRAND POSITIONING
Federal Security Services are specialists in providing
customized security solutions to clients across
industry sectors.

OUR CREDENTIALS
• Federal Security Services is one of the region’s most respected security services provider with a track record of
delivering customized security solutions to clients.
• Federal Security Services is committed to developing relationships based on trust and sincerity and delivering
customized solutions that are efficient and cost effective.
• Federal Security Services knowledge base is unrivalled with teams consisting of highly skilled professionals with an
abundance of knowledge accumulated from over 50 years experience in delivering customized security solutions to
clients across the region.
• Federal Security Services is a member of professional accredited specialist organizations pertaining to the field of
security ensuring that it is continuously abreast of new trends, methodologies and working practices.
• Federal Security Services is a member of Fakhruddin Holdings, a leading 50 year old conglomerate with a diverse
portfolio of successful businesses.

OUR CREDENTIALS
• Member of British Bodyguard Association BBA (UK)
• Member of International Professional Security Association IPSA (UK)
• Member of International Professional Association Close Protection World CPW (UK)
• Member of International Association for Counterterrorism & Security IACSP (USA)
• Member of American Society for Industrial Security ASIS (USA)

Logistics
Warehouse
Security Maritime Security
Event Security
Data Centres
Hospitals and
Schools
Car Parks & Valet
Office Security
Retail Security
Visitor Attractions
Security
VIP Protection
OUR SERVICES

COMMUNICATION TOOLS - LETTERHEAD

COMMUNICATION TOOLS - BUSINESS CARD

COMMUNICATION TOOLS - ENVELOPES

COMMUNICATION TOOLS - FAX COVER

When communicating externally it is crucial to maintain consistency and continuity across
the various communication channels if we are to build trust and credibility. There is plenty of
ﬂexibility in our style of communications to allow creativity in our designs and thought process.
The following elements do need to be present on all communication to ensure consistency.
THE ARCHITECTURE
The logo needs to adapt to the correct size depending on the size of the medium and in
accordance with the guidelines speciﬁed.
To help us establish a consistent and credible brand a single typeface has been chosen to
be applied for most applications – Avenir. The size of the font for the primary and secondary
headlines needs to be as per the guidelines set in this document.
When a logo is accompanied with a strap line - there are exceptions when the two (logo and
strap line) can be separated as long as both elements are visible within close proximity.
When the logo is used on an image, the area behind the logo should be a lighter background
so that the font type is visible.

THE PHOTOGRAPHY
It is important to select images that reﬂect our personality and set the right tone.
The images we use in our communications needs to engage the viewer.
If a single image is not available then multiple images can be used to convey the
message.
Using the right image can enrich the message we send and tell a powerful story.
THE MESSAGING
The messages that are conveyed should be relevant to the appropriate target audience.
Maintain legibility and remember to keep it simple. Never overload a page.
The call to action should include the web address and contact details of the company.
The messages must be in relation to the image being used.

SUMMARY
This document should now help you understand how to use the key design elements of
our identity to create the right look and feel. Before you send any communication, take a
moment to check the following:
Have you correctly sized and placed the logo?
Is our logo in the correct colors with the right color background?
Are the images you are using reﬂecting our style and personality and is it aligned with the
messages you are sending?
Are your headlines and copy sized and styled correctly?
Is the message conveyed in the right tonality to the right target audience?
Have you included the appropriate call to action?
In order for us to project a conﬁdent, credible and consistent appearance to our audiences,
we must adhere to our communications standards. The success of our business depends on
how well we communicate and the consistency in our communications.
Together, we will build a strong, distinctive and credible brand.

For further information, please contact:
YUSUF FAKHRUDDIN
Executive Board
E-mail: yhamid@fakhruddin.ae
Mobile: 055 600 4006
CONTACT DETAILS

Fakhruddin all in one presentation revised3

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