Brand Translation to Digital
Mapping official brand values and tone of voice to tangible digital design principles.
This section maps the official brand values and tone of voice to tangible principles that will govern the design and behavior of all Manateq digital interfaces. This ensures that the user's experience of the brand is consistent, whether they are reading a brochure or using a web application.
Core Brand Values
Projects work how they're supposed to work. Things are orderly and run to time. This creates conditions for businesses to do the same.
Manateq has many parts that always work in harmony. The experience of being a customer, stakeholder or employee is always rewarding and uncomplicated.
Manateq's core competence is the intellectual property that resides in the company. This expertise enables creation of some of the world's most advanced projects.
Tone of Voice
Three guide words define the Manateq tone of voice. Every piece of copy must deliver against ALL three:
Intelligent
Describe things clearly. Assume a high level of intelligence in the audience. Do not talk down. Confident and expert. Avoid jargon.
Modern
A company of today and of the future. Provide a premium, sophisticated business experience. Prefer an unaffected, modern style.
Open
Always welcoming, not exclusive. Open for business. Important element in building Qatar's knowledge economy.
Brand to Digital Mapping
Clarity and Purpose: Every element on the screen must have a clear purpose. Layouts will be clean and uncluttered, prioritizing content and task completion. Navigation will be intuitive and predictable. Forms will be simple and logical to complete.
Harmony and Consistency: The design system will enforce a strict visual rhythm through a systematic spacing scale and a defined grid. UI components will be used consistently across all platforms. Interactions and animations will be subtle, smooth, and purposeful.
Trust and Accessibility: The UI will project authority and trustworthiness through a professional and polished aesthetic. Information will be presented clearly and structured logically. The design will be inclusive and accessible to all users.
Value Rules
From the Corporate Identity Guideline:
"Anything Manateq does must deliver directly on at least two of the core values. It cannot contradict any of the three. If an activity does not deliver on at least two out of three values, or contradicts any of them, it is 'off brand' and should not be enacted."
This rule applies equally to all digital design decisions. Every UI component, interaction pattern, and visual choice must be evaluated against these criteria.