01 INTRODUCTION

OVERVIEW
The purpose of these guidelines is to explain
the use of the new brand style and to
reinforce consistent application of the visual
elements in all communications. This includes
publications, presentations, and all other
marketing materials both online and offline.
Guidelines on the use of the logo are included.

01
TONE OF VOICE
• The tone is an important aspect of bringing
the nmc brand to life throughout the various
brand applications
• It expresses our beliefs and commitment - it
identifies who we are and the personality of
our brand
• We are proud of being the UAE’s
pioneers in healthcare
• We are contemporary yet respect
traditions
• We are authoritative yet compassionate
• We are connected to the modern world and
the latest trends in healthcare
• We aim for transparency in communication
02 LOGO DESIGN
 Our logo is more than just an image, it is
the foundation of our brand. What we aim
to create is an emotional relationship with
our logo that is profound. Our unique, yet

02
recognizable logo and ancillary brand image is
the most important and powerful tool in our
marketing effort. Patients become familiar
with our logo and associate it with what they
know about our practice. In the competitive
world of healthcare services, it is vital to identify
your practice in a way that stands out from
the rest.
Primary Logos
Primary Logos - Billingual
Logo Colour Variations

The use of the ‘flower’ with the crescent introduces an element of tradition and precision. This shape is specific to nmc, and
promotes differentiation. Color variations can be used as per the layout requirement.

External signages should

use this blue variation
Logo Usage

Exclusion Zone

Make sure that text or other design elements do

not encroach upon the logo.

The marked space should always be given to let

the logo ‘breathe’, free from distraction.

Minimum Reproduction Size

In the primary logo format a minimum size must

be adhered to so that legibility is retained.

In exceptional circumstances where space is

below the recommended size, adjustments
may have to be made to balance the shape and
visibility.
Incorrect Logo Usage

The following applications demonstrate how not to apply the logo.

The brand colours should only be used in the original format, and not mixed and matched. The logo should not be stretched,
distorted or used in incorrect proportions.
Furthermore, the logo should not be placed diagonally.
Brand Pattern

Using a pattern creats a unique shape specific to nmc.

The following demonstrates how the brand pattern should be used, and the color combinations acceptable. This brand
pattern adds a dynamic element to corporate designs, however, it should not be over-used in order to avoid clutter.
03 LOGO VARIATIONS
‫)‪Primary Logos (Facilities‬‬

‫‪Abu Dhabi‬‬
‫‪specialty hospital‬‬ ‫ﻣﺴﺘﺸﻔﻰ أن أم ﺳﻲ اﻟـﺘـﺨـﺼـﺼﻲ‬
‫اﻟﻨﻬﺪة‪ ،‬دﺑﻲ‬ ‫أﺑﻮﻇﺒﻲ‬
‫‪Al Nahda, Dubai‬‬
‫‪Al Nahda, Dubai‬‬ ‫اﻟﻨﻬﺪة‪ ،‬دﺑﻲ‬
‫‪Al Ain‬‬ ‫اﻟﻌﻴﻦ‬

‫‪medical centre‬‬
‫‪Sharjah‬‬
‫ﻣـــــﺮﻛـــــﺰ أن أم ﺳـــﻲ اﻟـــــﻄــــﺒـــــﻲ‬
‫اﻟﺸﺎرﻗﺔ‬
‫‪Sharjah‬‬ ‫اﻟﺸﺎرﻗﺔ‬
‫‪Al Wadi, Al Ain‬‬ ‫اﻟﻮادي‪ ،‬اﻟﻌﻴﻦ‬

‫‪day surgery centre‬‬ ‫أن أم ﺳﻲ ﻟــﺠـــﺮاﺣـــﺔ اﻟـــﻴــــﻮم اﻟــــﻮاﺣـــﺪ‬

‫ﻣﺪﻳﻨﺔ ﻣﺤﻤﺪ ﺑﻦ زاﻳﺪ‬
‫‪Mohammed Bin Zayed City‬‬
‫‪Mohammed Bin Zayed City‬‬ ‫ﻣﺪﻳﻨﺔ ﻣﺤﻤﺪ ﺑﻦ زاﻳﺪ‬

‫‪Deira, Dubai‬‬
‫‪hospital‬‬
‫‪Dubai Investments Park‬‬
‫ﻣﺴﺘﺸﻔﻰ أن أم ﺳﻲ‬
‫ﻣﺠﻤﻊ دﺑﻲ ﻟﻼﺳﺘﺜﻤﺎر‬
‫دﻳﺮة‪ ،‬دﺑﻲ‬
‫‪Dubai Investments Park‬‬ ‫ﻣﺠﻤﻊ دﺑﻲ ﻟﻼﺳﺘﺜﻤﺎر‬
‫)‪Primary Logos (Centres of Excellence‬‬

‫‪eyecare‬‬ ‫أن أم ﺳﻲ أي ﻛـــﻴـــــﺮ‬

‫ﻣﺮﻛﺰ ﻟﺠﺮاﺣﺔ اﻟﻌﻴﻮن اﻟﻤﺘﻘﺪﻣﺔ‬
‫‪Centre for Advanced Eye Surgery‬‬

‫‪heartcare‬‬
‫‪Centre for Advanced Cardiac Sciences‬‬
‫أن أم ﺳﻲ ﻫـــﺎرت ﻛـــﻴـــﺮ‬
‫ﻣﺮﻛﺰ ﻋﻠﻮم اﻟﻘﻠﺐ اﻟﻤﺘﻘﺪﻣﺔ‬

‫‪orthocare‬‬
‫‪Centre for Advanced Orthopaedic,‬‬
‫أن أم ﺳﻲ أورﺛـــﻮﻛــــﻴــــﺮ‬
‫ﻣﺮﻛﺰ ﻟﺠﺮاﺣﺔ اﻟﻌﻈﺎم واﻟﻌﻤﻮد اﻟﻔﻘﺮي‬
‫‪Spine and Joint Surgery‬‬ ‫واﻟﻤﻔﺎﺻﻞ اﻟﻤﺘﻘﺪﻣﺔ‬

‫‪surgery‬‬ ‫أن أم ﺳﻲ ﺳـﻴـﺮﺟـﺮي‬

‫ﻣــﺮﻛــﺰ ﻟــﺠــﺮاﺣــﺎت اﻟــﻤــﻨــﺎﻇــﻴــﺮ‬
‫‪Centre for Advanced and‬‬
‫‪Minimally Invasive Surgeries‬‬ ‫اﻟــﻤــﺘــﻘــﺪﻣﺔ‬

‫‪urocare‬‬ ‫أن أم ﺳﻲ ﻳــﻮروﻛـﻴــﺮ‬

‫ﻣﺮﻛﺰ ﻟﻄﺐ اﻟﻤﺴﺎﻟﻚ اﻟﺒﻮﻟﻴﺔ‬
‫‪Centre for Advanced Urology and‬‬
‫‪Andrology‬‬ ‫وأﻣﺮاض اﻟﺬﻛﻮرة اﻟﻤﺘﻘﺪﻣﺔ‬

‫أن أم ﺳﻲ ﺑﻠﻮم‬
‫…ﻣﺮاض اﻟﻨﺴﺎء واﻟﺘﻮﻟﻴﺪ‬
‫وا…ﻃﻔﺎل ﺣﺪﻳﺜﻲ اﻟﻮﻻدة‬
‫)‪Primary Logos (Others‬‬

‫‪pharmacy‬‬ ‫ﺻـــــﻴـــــﺪﻟــــﻴــــﺔ أن أم ﺳﻲ‬

‫‪trading‬‬ ‫أن أم ﺳﻲ ﻟـﻠـــﺘــﺠﺎرة‬

‫‪homecare‬‬ ‫أن أم ﺳﻲ ﻫــــــﻮم ﻛــــﻴـــــﺮ‬

‫‪health‬‬ ‫أن أم ﺳﻲ‬

Variations (Facilities)

Primary Logo

specialty hospital
Al Nahda, Dubai

Primary (w/o Location)

specialty hospital
Stacked

‫ﻣــﺴــﺘــﺸــﻔــﻰ أن أم ﺳﻲ اﻟﺘﺨﺼﺼﻲ‬
specialty hospital
Al Nahda, Dubai

Stacked (w/o Location)

‫ﻣــﺴــﺘــﺸــﻔــﻰ أن أم ﺳﻲ اﻟﺘﺨﺼﺼﻲ‬
specialty hospital

Long

specialty hospital ‫ﻣــﺴــﺘــﺸــﻔــﻰ أن أم ﺳﻲ اﻟﺘﺨﺼﺼﻲ‬

Variations (CoE and Others)

Primary Logo

eyecare
Centre for Advanced Eye Surgery

Primary (w/o Tagline)

eyecare
Stacked

‫أن أم ﺳﻲ أي ﻛـــﻴـــــﺮ‬
eyecare

Long

‫أن أم ﺳﻲ أي ﻛـــﻴـــــﺮ‬ eyecare

04 COLOR SCHEME
 The color scheme chosen for nmc is as
important as the design itself. Colors serve as a

04
communication tool as well. The colors chosen
here perfectly balance each other, giving the
viewer a sense of harmony. Given that we
are a healthcare brand, our colors should reflect
care, safety and calmness.
Colour Scheme

Pantone 2925 c
C 84 M 21 Y0 K0
R0 G 155 B 218
html #0099cc

Pantone 7544 c
C 33 M 18 Y 13 K 37
R 118 G 132 B 143
html #95A0A9

Paper White
C0 M0 Y0 K0
R 255 G 255 B 255
html #FFFFFF
05 TYPOGRAPHY
 Typography in design can strongly affect how
people react to a document. Careful selection
and consistent use of a chosen typeface can
be just as important as the use of graphics,
color and images in creating and solidifying a

05
professional brand.

Choosing the right font allows us to

evoke a feeling of comfort in our patients and
our viewers.The skillful use of typography
commands the attention of our audience,
communicates our key ideas and motivates
them to take action.
Fonts (English)

Primary Typeface (English)

Hero - Regular/Light Headings / Titles / Subheadings

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

Secondary Typeface (English)

Din OT - Regular/Medium

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Fonts (Arabic)

Primary Typeface (Arabic)

GE SS Two Medium Medium Headings / Titles / Subheadings

Secondary Typeface (Arabic)

GE SS Two Light Light Body Text

06 APPLICATIONS
 The following indicates the various branding
applications that are necessary to create
nmc’s identity. These applications must be

06
adhered to, as they ensure consistency across
all branding collaterals.

The applications showcase the brand in the

best possible light, allowing it to retain all our
values.
Forms/Stationery

All existing forms and documents need to be changed into a uniform structure.

Logo:
All previous logos should be replaced with the new logo.
If the logo is being resized ensure that it is not stretched along any sides and the proportion of the logo is not disturbed.
Resizing needs to be done only with the Shift key being pressed.

Font:
For all the permanent content of a document, only the Din OT font should be used.

Colour Scheme:
For all permanent design elements (Lines, boxes, bullets), please use variations of the NMC Blue, Grey and White as appropriate
in the document. You may use black for the content printed.
Forms

Patient Receipt Patient Registration Form

specialty hospital specialty hospital Abu Dhabi

Abu Dhabi
Affix Patient Identification Label

Patient Registration
Receipt
Form
Patient: Number
Telephone: Date Name :
First Name Middle Name Family Name
Company: File No:
Em. No.: Doctor: Date of Birth : Gender : Male Female
Nationality : Marital Status :
S. No: Department Amount (In Dirhams)
Occupation :
Mobile No. : P.O.Box :
Home Phone : Office Phone :
E-mail :

(Please fill the details of any of the following)

In words Signature
Passport No : National ID :
Labour Card : Driving License :
P. O.box 6222 | Abu Dhabi | UAE | T: +971 2 633 2255 | F: +971 2 633 2255 | hospitalauh@nmc.ae | Toll Free 800 (662) www.nmc.ae Insurance Card :

Emergency contact person details:

Name : Mobile :
Relationship : E-mail :
Cover & Back Payment Details :

Self :
Insurance : Policy No. :
Employer :
Phone No. : Fax No. :
Others (Specify)
Registration Form
Have you visited NMC Hospital before ? Yes No

I hereby declare that tha details given above are true to the best of my knowledge.

Signature of Patient / Guardian

For office use only (to be completed by the Front Office Staff):

MR No.: Date :
Registered by : Department :

p .o.box 6222 | Abu Dhabi | UAE | T: +971 2 633 2255 | F: +971 2 633 2255 | hospitalauh@nmc.ae | Toll Free 800 (662) www.nmc.ae
Stationary

Letter Head

Envelope

P. O. Box 6222 | Abu Dhabi | UAE | T: +971 2 633 2255 | F: +971 2 633 2255 www.nmc.ae

P. O. Box 6222 | Abu Dhabi | UAE | T: +971 2 633 2255 | F: +971 2 633 2255 www.nmc.ae
Business Cards

Size: Paper: Paper Kind: Lamination:

8.5cm (w) x 5cm (h) 350gsm thick Art Matt Matt Latmination on both sides

specialty hospital eyecare

Al Nahda, Dubai Centre for Advanced Eye Surgery

‫ﺟﻮن وﻟﻴﺎم‬ Dr. John William

‫ﺟﻮن وﻟﻴﺎم‬ John William
MBBS, DGO, FRCOG, MBA (HCM) MBBS, DGO, FRCOG, MBA (HCM),
‫ﻣﺸﺮف ﻣﺨﺰن‬ Manager
DMAS
‫ﺟﻮن وﻟﻴﺎم‬ Dr. John William
DMAS
‫ﺳﺘﺸﺎري أﻣﺮاض اﻟﻨﺴﺎء اﻟﺘﻮﻟﻴﺪ‬ Consultant Obstetric Gynecology MD, MRCP (UK), DNB (Card) MD, MRCP (UK), DNB (Card)
‫ﻣﺮاض اﻟﻘﻠﺐ اﻟﺘﺨﺼﺼﻲ‬ Specialist Cardiologist

NMC Healthcare NMC Specialty Hospital, Al Nahda, Dubai NMC Eyecare

M: +971 50 129 4587 | T: +971 2 633 2255 M: +971 50 129 4587 | T: +971 2 633 2255 M: +971 50 129 4587 | T: +971 2 633 2255
Abu Dhabi | UAE | john@nmc.ae Abu Dhabi | UAE | john@nmc.ae Abu Dhabi | UAE | john@nmc.ae
www.nmc.ae www.nmc.ae www.nmc.ae

Corporate Facility Centre of Excellence

Business Cards

trading

pharmacy trading

‫ﺟﻮن وﻟﻴﺎم‬ John William

‫ﻣﺸﺮف ﻣﺨﺰن‬ Store Supervisor ‫ﺟﻮن وﻟﻴﺎم‬ John William ‫ﺟﻮن وﻟﻴﺎم‬ John William
‫ﻧﺎﺋﺐ اﻟﻤﺪﻳﺮ اﻟﻌﺎم‬ Deputy General Manager ‫ﻧﺎﺋﺐ اﻟﻤﺪﻳﺮ اﻟﻌﺎم‬ Sales General Manager
(‫اﻟﺮﻋﺎﻳﺔ اﻟﺼﺤﻴﺔ )ﻟﻠﺘﺠﺎرة‬ Health Care Trading (‫اﻟﺮﻋﺎﻳﺔ اﻟﺼﺤﻴﺔ )ﻟﻠﺘﺠﺎرة‬ Health Care Trading

NMC Pharmacy
NMC Trading NMC Trading
M: +971 50 129 4587 | T: +971 2 633 2255
M: +971 50 129 4587 | T: +971 2 633 2255 M: +971 50 129 4587 | T: +971 2 633 2255
Abu Dhabi | UAE | john@nmc.ae
Abu Dhabi | UAE | john@nmc.ae Abu Dhabi | UAE | john@nmc.ae
www.nmc.ae
www.nmc.ae www.nmc.ae

Pharmacy Corporate (Trading) Sales visiting card

Folders

Brochure & Folder

Print Ads

Drink enough water to

produce at least 2 litres
of urine everyday to
prevent kidney stones.

it is important to keep yourself well hydrated

all the time.
This health tip comes to you from NMC UROCARE,
the Centre for Advanced Urology and Androlgy,
available in all NMC Hospitals.

Stone diseases management | Reconstructive Surgery | Uro-oncology | Paediatric Urology

Management of prostate disorders | Urinary Incontinence | Male Health | Advanced Laparoscopy

Abu Dhabi: 02 6332255 | MBZ City: 02 6911500 | Al Ain: 03 7555999 | Al Nahda, Dubai: 04 2679999
Deira, Dubai: 04 2689800 | BR Medical Suites, Dubai Healthcare City: 04 4392305 www.nmcurocare.ae
Digital Appilcation

Font: For Word documents, Powerpoint Presentation, Email, etc. ‘Calibri’ is the preferred font.
Colour: Prefer coulours close to blue, grey and white. Avoid bright colours. Use pastel colours.

Powerpoint Template E - Newsletter

E-Signature
www.nmc.ae

@nmchealthcare
Outdoor

Outdoor Hoardings (Horizontal) Outdoor Hordings (Vertical) Lampost

External Signages - Variation (Billingual)

Any variation according to space avaiable

All external signages should be in blue

specialty hospital ‫ﻣــﺴــﺘــﺸــﻔــﻰ أن أم ﺳﻲ اﻟﺘﺨﺼﺼﻲ‬

medical centre ‫ﻣـــــﺮﻛـــــﺰ أن أم ﺳـــﻲ اﻟـــــﻄــــﺒـــــﻲ‬

Photographic Style

The style of photography recommended to use is lifestyle

images, with an uplifting feel, always demonstarting
positivity. The selection of images should reflect a sense
of happiness, security and togetherness.

Happy family shots, as well as nature shots with modern

twists give our viewers a sense of comfort.

Keywords : Health, Care, Trust, Security, Family, Positivity,

Guardianship
07 UNIFORMS
Scrubs

Doctors Nurse
Nursing Staff

Nursing incharge Nurse

Coat

Doctor Coat Technician Coat

Nursing Supervisor
Incharge
Supervisor
Receptionist
Biomedical

Engineer Technician

BIOMEDICAL
Staff II

Helper / Office Boy / Ward Staff Valet Parking Staff

Staff

Medical Records Dept. Maintenance Manager Fire & Safety

www.nmc.ae