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Brand guidelinesLogistics, facilities & travel groupSaudi Arabia

TagusMaster brand guidelines for a Saudi group

A master brand for a Saudi parent company: a globe carved with a T, in oasis green and Diriyah gold, built to run across freight, facilities and travel.

Kind
Brand guidelines
Sector
Logistics, facilities & travel group
Location
Saudi Arabia
The system at full scale: façade lettering, trailer livery, cards, an embossed gold mark, a billboard and a container (mockups).
The system at full scale: façade lettering, trailer livery, cards, an embossed gold mark, a billboard and a container (mockups).

The brief

What Tagus needed

Tagus Global is a Saudi parent company that bridges "essential services and world-class experiences" across three businesses: Freight & Logistics, Facility Management, and Travel & Holidays.

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It needed one master brand, "the unifying force behind a diverse portfolio", rooted in the Kingdom and still credible worldwide. The book calls it a Heritage-Tech fusion of Diriyah's mud-brick past and Saudi Arabia's forward vision. And the system had to scale from trucks, containers and façades down to cards, uniforms, cartons and social tiles.

The idea

Rooted in Strength. Reach without Limits.

The mark is a perfect circle, the Globe: a borderless network and a stable base for every subsidiary. Four parallel bands rise to the right for growth, and the negative space on the left is carved into a stylised T, so the Tagus name sits at the core of the symbol. The gaps between the bands stand for synergy and transparency.

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Colour carries the heritage. Najd Forest green comes from the Wadi Hanifa oases, At-Turaif Gold from the sun-baked clay walls of historic Diriyah, and Horizon White from the open Arabian horizon.

Logo

The mark

Drawn from concentric construction circles: a globe of four upward-slanting bands with a T cut into its left side, beside the Tagus Global wordmark in Ego Regular.

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Primary horizontal and secondary stacked lockups come in gold on Najd Forest or Najd Forest on white, with one-colour versions, a favicon, an app icon and a bilingual English–Arabic seal. The same lockup carries each division with a spaced descriptor: FREIGHT & LOGISTICS, TRAVEL & HOLIDAYS, FACILITY MANAGEMENT. Clear space comes from an X-unit taken from the mark, and no stretching, recolouring, gradients, shadows or glows are allowed.

Primary lockup: the mark and the Tagus Global wordmark in At-Turaif Gold on Najd Forest.
Primary lockup: the mark and the Tagus Global wordmark in At-Turaif Gold on Najd Forest.
The mark is drawn from concentric circles, a globe carved with a T, and the lockup sits on a measured grid.
The mark is drawn from concentric circles, a globe carved with a T, and the lockup sits on a measured grid.
One master brand for three divisions: Freight & Logistics, Travel & Holidays and Facility Management share the mark with a spaced descriptor.
One master brand for three divisions: Freight & Logistics, Travel & Holidays and Facility Management share the mark with a spaced descriptor.

Colour

The palette, straight from the book

A fixed split: 60% white for clarity, 30% Najd Forest for authority, 10% At-Turaif Gold as the signature. Click or tap a colour to copy its hex.

Najd Forest set against Diriyah's mud-brick skyline, the Heritage-Tech source of the palette.
Najd Forest set against Diriyah's mud-brick skyline, the Heritage-Tech source of the palette.

60% Horizon White30% Najd Forest10% At-Turaif Gold

Type

Two families, one voice

  • Ego Regular

    The wordmark, titles and main headings: a wide geometric display face.

  • Lenia Sans

    Headings, sub-headings and body copy: the geometric workhorse.

Ego Regular, the wide display face behind the wordmark and headlines. Lenia Sans carries the body copy.
Ego Regular, the wide display face behind the wordmark and headlines. Lenia Sans carries the body copy.

System

Everything around the logo

  • The mark as a super-graphic: rising bands and the globe arc scaled up and cropped off the edge, as fine gold or green line art on stationery and cartons, and as solid bands on truck and container livery.
  • Two gold patterns cut from the mark: tight mirrored clusters and a looser rotated scatter.
  • A flat colour-block social grid: green, white and gold tiles with the outline mark.
3 more from the book
  • A bilingual English–Arabic company seal, also used as a stamp.
  • Photography of ports, fleets, towers, teams and travel, framed with diagonal cut-outs that echo the slant of the mark.
  • Voice: confident, infrastructural, borderless. "Bridging borders, Building Futures." "Powering Global Logistics." "The World, Delivered on Time."
Two patterns cut from the mark, both in At-Turaif Gold: tight mirrored clusters and a looser rotated scatter.
Two patterns cut from the mark, both in At-Turaif Gold: tight mirrored clusters and a looser rotated scatter.
A bilingual company seal, English around the top and Arabic below, reversed on green and set on gold.
A bilingual company seal, English around the top and Arabic below, reversed on green and set on gold.

Applications

The brand at work

Presentation mockups from the brand guidelines, not photos of produced pieces. Open any page to flip through the book.

  • Dimensional façade lettering on a green glass curtain wall (mockup).
    Dimensional façade lettering on a green glass curtain wall (mockup).
  • Box-truck livery mockup: the mark's rising bands scaled into a super-graphic across the body.
    Box-truck livery mockup: the mark's rising bands scaled into a super-graphic across the body.
  • Stationery: business cards, DL and A4 envelopes, and a brochure cover that reads "Bridging borders, Building Futures."
    Stationery: business cards, DL and A4 envelopes, and a brochure cover that reads "Bridging borders, Building Futures."
  • Logistics uniform and cartons mockup: a white polo with Najd Forest trims, and kraft boxes that read "Powering Global Logistics."
    Logistics uniform and cartons mockup: a white polo with Najd Forest trims, and kraft boxes that read "Powering Global Logistics."
  • Campaign posters for enterprise, travel and freight, with diagonal photo crops that echo the slant of the mark.
    Campaign posters for enterprise, travel and freight, with diagonal photo crops that echo the slant of the mark.

Across the book: Façade lettering and wall signage · Blade signs and a lightbox · Trailer and box-truck livery · Shipping container livery · Billboards · Campaign posters · Business cards, envelopes, brochure · Notebook and tablet screen · Kraft cartons and tape · Uniform polo · Event stage screen · Social stories, grid and posts · Favicon and app icon · Company seal and stamp.

Credits

Services on this brand
BrandingPackaging Design
Sector
Logistics, facilities & travel group
Location
Saudi Arabia
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