Brand guidelines

Version: 1.0
Year: 2025
Sections: 10

How BaridX looks wherever it shows up — the logo, colours, type and imagery, and the rules that keep them consistent from a shipping label to an office sign.

Download the full guidePDF · 74 pages · 11.7 MB Logo files

About BaridX

Who we are, what we say, and how we write our name.

BaridX was born out of a bold ambition: to transform how shipping and logistics are experienced in Saudi Arabia and beyond — reliable, fast, customer-first delivery that keeps pace with a thriving Kingdom.

From last-mile delivery to international shipping and logistics plans built around a customer's goals, we pair international reach with deep local understanding. We don't just deliver packages — we deliver certainty, speed and peace of mind, every single time.

Our tagline

Tomorrow delivered today.

بُكرة، يوصلك اليوم.

Use the tagline as written, in the reader's language. The two are written for their own readers, so neither is a word-for-word translation of the other.

Our sonic identity

How Al-Baha welcomes a guest — and how BaridX greets everyone who comes to us. Our colour is from al-Dharm, our speed from the leopard, and our voice from this welcome.

مرحبًا هيل

Marhaban hail

Say and write it in Arabic, exactly as it is — never translate it.
In English material, give the Arabic with its sound beside it: Marhaban hail.

Our name

Write

BaridXبريد إكس

Not

BaridxBARIDXBarid XBarid-Xبريد اكسبريدإكس

In English, one word with a capital B and a capital X.
In Arabic, two words — «بريد» then «إكس», with the hamza under the alif.
The ® belongs to the logo. Leave it out when you write the name in a sentence.

Logo

Two wordmarks, one X, and the rules that keep them clear.

The two logos

Latin logo — for English and anything set in Latin script.

Arabic logo — for Arabic material.

The logo is drawn, not typed: always use the original files below, never a font.

Colourways

The logo comes in Violet, Pulse White or Black — and only on the brand's own colours.

BaridX Violet on Pulse White
BaridX Violet on Future Lilac
Pulse White on BaridX Violet
Pulse White on Electric Indigo
BaridX Black on Pulse White
Pulse White on BaridX Black

Clear space

Keep clear space of at least half the X's width on every side — of the full logo, and of the X on its own.

Minimum sizes

Measured across the width. Smaller than this, the logo stops reading.

Logo	On screen	In print
Latin logo	160 px	3 cm
Arabic logo	160 px	3 cm
The X on its own	40 px	1 cm

Placement

The Latin logo sits left-aligned and the Arabic logo right-aligned — at the top, centre or bottom of a page or cover.

Next to a partner

Keep at least one X-width between our logo and a partner's. A thin divider can separate the two.

Avatar & favicon

Profile pictures, app icons and favicons use the X on its own — Violet on white, or white on Violet.

Sub-brands

BaridX Digital Hub, BaridX Logistics Hub, BaridX Office, X1 and X2 each have a fixed lockup. Keep its placement, proportions and type size as they are.

Never

Use colours from outside the palette
Stretch or squash it
Add a gradient
Rebuild or change any part of it
Fill it with a photo
Redraw it
Add shadows or effects
Outline or restyle it
Set it on colours that make it hard to read

Colour

A neutral base, and one signature violet.

Neutrals carry most layouts: Pulse White and Black lead, and Violet — our signature — is used sparingly so it keeps its impact. The secondary colours support; the seasonal ones are for campaigns.

Primary

BaridX Violet
RGB
137 128 255
CMYK
54 52 0 0
Pantone
6085 C
Pulse White
RGB
248 248 248
CMYK
0 0 0 4
Pantone
Cool Gray 1 C
BaridX Black
RGB
0 0 0
CMYK
0 0 0 100
Pantone
—

Secondary

Future Lilac
RGB
217 215 249
CMYK
12 13 0 0
Pantone
2092 C
Electric Indigo
RGB
90 69 239
CMYK
75 73 0 0
Pantone
2725 C

Seasonal accents

For campaigns, holidays and launches only — never on permanent signs, vehicles or products.

Neo Mint
RGB
70 232 162
CMYK
71 0 62 0
Pantone
—
Skyline Blue
RGB
60 210 221
CMYK
72 0 21 0
Pantone
319 C

Colour pairs for text

Measured against WCAG contrast. The logo is exempt; text is not.

BaridX Black on Pulse White
Body text, everywhere
Any text
19.8:1Any text
Pulse White on BaridX Black
Any text
19.8:1Any text
BaridX Black on Future Lilac
Any text
15.0:1Any text
BaridX Black on BaridX Violet
Type on Violet is Black
Any text
6.6:1Any text
Electric Indigo on Pulse White
Links and buttons
Any text
5.6:1Any text
Pulse White on Electric Indigo
Any text
5.6:1Any text
BaridX Black on Neo Mint
Any text
13.3:1Any text
BaridX Black on Skyline Blue
Any text
11.5:1Any text
Electric Indigo on Future Lilac
Large text only
4.3:1Large text only
Pulse White on BaridX Violet
Logo and shapes only
3.0:1Logo and shapes only
BaridX Violet on Pulse White
The logo, not text
Logo and shapes only
3.0:1Logo and shapes only
Pulse White on Neo Mint
Never
1.5:1Never

Typography

Schibsted Grotesk in Latin, ABC Favorit Arabic in Arabic.

Latin

Schibsted Grotesk

Headlines, sub-headlines, body copy and short messages in English.

Weights: Regular · Medium · SemiBold · Bold

Free and open source, on Google Fonts.

Arabic

ABC Favorit Arabic

Headlines, sub-headlines, body copy and short messages in Arabic.

Weights: Light · Regular · Medium · Bold

A licensed typeface — ask the brand team for it, and never pass the font files on.

Every size comes from the headline

Level	Weight	Size
Headline	Bold	1× — e.g. 60 pt
Sub-headline	Bold (Arabic: Medium)	½ — 30 pt
Body	Regular	¼ with sub-headlines (15 pt); ⅓ or ½ without
Legal copy	Regular	Never below 8 pt

Round every size to the nearest even number.
Keep the default leading; if you adjust it, letters must never touch.
English: align left or centre. Arabic: align right or centre.
English headlines in title case; sentence case sparingly; never all lowercase.

Avoid

Headlines in ALL CAPS
Leading so loose the lines drift apart
Mixing weights or fonts in one headline
Right-aligned English text
Wide letter-spacing
Justified body text

Photography

Real people, real moments, and the network behind them.

People

Real people in natural moments that show trust and service — candid, not staged.

Natural or soft, diffused light
Candid over posed
Friendliness, trust and satisfaction on faces
Culturally relevant and inclusive

Lifestyle

People with what they chose — browsing, receiving, unboxing — in warm, lived-in places.

Soft, natural light
The product or the moment at the centre
Real, uncluttered settings — never over-styled
Everything that matters in focus

Infrastructure & movement

The network that moves goods by land, sea and air — wide, clean and in motion.

Wide-angle or aerial views for scale
Minimal compositions with open space
Transport in action
No visual clutter

Delivery moments

The parcel is the hero — arriving intact and clearly branded, in the city, far away, in any season.

The package visible, clean and centred
Realistic light
A handoff, or a sense of motion
Care, from handling to the final placement

Iconography

Drawn on a 24 px grid from the geometry of our X.

Icons sit on a 24 px grid and take their geometry from our X, with one stroke weight throughout. When you add one, it has to look like it was always part of the set.

Graphic elements

Our X, taken apart and put back together.

Every graphic element starts from the X in our logo: isolated, cut into angular segments, then repeated and recombined. Use them alone or together, still or animated — they carry direction, precision and forward movement. Build from these shapes rather than inventing new patterns.

The shapes

With photography

Campaigns & digital

Posters, banners and social media, all in one voice.

Campaigns pair one strong photograph with the X shapes and a short headline. Social posts follow the templates; profiles use the X avatar and the cover artwork. Templates for posts, covers and the email signature come with the full guide.