Park Yard — Master Brand Book

Capital Hills Developments

A Mixed-Use Destination · 6th of October · Egypt

v 1.2 · 2026
Issued by the Park Yard Brand Council

Master
Brand Book

The complete identity system for Park Yard — the destination brand of Capital Hills Developments. One identity, many destinations.

Brand line More Than a Mall. A Destination.

Park Yard · Master Brand Book Confidential — for Capital Hills, agencies & appointed vendors only 01 / 56

Front · Welcome

A letter from Capital Hills.

02

Park Yard began as a question: what does a shopping destination owe its city in the next decade? Not another box of shops. Not luxury for the few. A genuinely modern place — open, hospitable, mixed in use, well-built, and worth a Friday afternoon.

This book is the operating system for that idea. It locks the master identity — name, logo, color, type, voice — and the rules that let it scale across Park Yard I, Park Yard II, and every iteration that follows. One brand, applied with discipline to many destinations.

Read it as a contract. Every storefront, billboard, sign, social post, and uniform that bears the Park Yard name is governed by what's between these covers. The system is intentionally simple — modern type, restrained palette, real renders, bilingual by default — so it's easy to do well and obvious when it's done badly.

We are protective of the master identity and generous about how it gets used. Use it well.

Capital Hills Developments

Brand Council · 2026

Brand line

More Than a Mall.
A Destination.

أكثر من مول. وجهة.

What this book governs

· Master identity (logo, color, type, voice, motion)
· Project lockup rules (PY I, PY II, PY N)
· Spatial standards (materials, lighting, wayfinding)
· Tenant + service standards
· All applied collateral, digital and physical
· Approvals, asset library, contacts

Not in scope

Architectural design language, leasing commercials, financial governance, IT infrastructure, individual tenant brand identities.

Park Yard · Master Brand Book Front matter · Letter 02 / 56

Front · Contents

Contents.

Seven pillars · 56 spreads · single source of truth.

03

Front matter

01 · Cover
02 · Letter from the developer
03 · Contents

I — Foundation

04 · Section opener
05 · Brand at a glance
06 · Brand architecture
07 · Naming system
08 · Brand heart
09 · Brand values
10 · Personality
11 · Audiences
12 · Market position
13 · Manifesto

II — Verbal

14 · Section opener
15 · Tone of voice
16 · Vocabulary
17 · Messaging
18 · Bilingual rules

III — Visual

19 · Section opener
20 · Logo — master
21 · Logo — project lockups
22 · Logo — clear space & sizing
23 · Logo — misuse
24 · Logo on photography
25 · Color system
26 · Color — ratios & tints
27 · Color — functional & dark
28 · Typography — system

III — Visual (cont.)

29 · Typography — scale
30 · Typography — bilingual
31 · Iconography
32 · Photography
33 · Graphic language
34 · Motion

IV — Spatial

35 · Section opener
36 · Materials & finishes
37 · Lighting
38 · Wayfinding
39 · Sign families

V — Experience

40 · Section opener
41 · Service & hospitality
42 · Tenant standards
43 · Sensory

VI — Application

44 · Section opener
45 · Stationery
46 · Marketing collateral
47 · Outdoor & billboard
48 · Social media kit
49 · Digital — web & UI
50 · Digital — app icon & email
51 · Events & activations
52 · Hoarding & construction
53 · Merchandise

VII — Governance

54 · Section opener
55 · Ownership & approvals
56 · Asset library & contact

Park Yard · Master Brand Book Front matter · Contents 03 / 56

Pillar I of VII

04 / 56

I

Foundation.

Why Park Yard exists, who it serves, and how the master brand spans every iteration. Architecture, naming, heart, audiences, position, and the manifesto we sign our name to.

10 spreads·Pages 04—13·Architecture · Heart · Audience · Position

Park Yard · Master Brand Book Pillar I · Foundation04 / 56

I · Foundation · Charter

The brand at a glance.

Everything that follows expands from this single page. If you only read one spread — read this one.

05

What it is

A modern mixed-use destination brand.

Retail, F&B, entertainment, supermarket, cinema, offices and clinics under one identity. Built to scale from Park Yard I through every iteration to come.

— developed by Capital Hills

What it stands for

More than a mall. A destination people choose, not just visit.

Hospitable. Modern. Mixed-use. Bilingual. Built to host the long Friday afternoon — coffee, cinema, the supermarket run, an office meeting, a clinic visit, dinner with friends — all in one place.

— brand promise

How it shows up

Confident, modern, hospitable, bilingual-native.

Navy ink. Persimmon accent. Inter + IBM Plex Sans Arabic. Hairline rules. Real renders. Latin numerals. No farmhouse. No "luxury" cliché. No breathless adjectives.

— visual + verbal posture

Master logo

Locked file
mou5ajru-PARK-YARD-LOGO-WHITE-NO-BG.png

Anchor color

Park Yard Navy
#132146 · PMS 282 C

Type system

Aaأ

Inter + IBM Plex
Sans Arabic

Naming

I II III

Latin numerals
for iterations

Park Yard · Master Brand Book I · Foundation · Brand at a glance05 / 56

I · Foundation · Architecture

One brand. Many destinations.

Park Yard is a single master identity that extends through numbered iterations. The number is a modifier — never a separate brand.

06

Rule 1 — One identity

Every iteration shares the same logo file, palette, type, voice, photography style and pattern system. There is no "Park Yard II identity." There is one Park Yard identity, applied at Park Yard II.

Rule 2 — Numerals modify, never replace

The Latin numeral (I, II, III, …) trails the wordmark. It identifies the destination. It is never used as a standalone brand mark, and it is never localized to other numeral systems on the master logo.

Rule 3 — Capital Hills endorses, doesn't co-lock

"Developed by Capital Hills Developments" appears as supporting copy — never composited inside the Park Yard logo. The endorser sits in legal copy, leasing decks, hoarding base strap.

Rule 4 — Differentiation is a tint, not an identity

Each project may adopt one wayfinding tint from the master palette (PY I · Persimmon · PY II · Sage · PY III · Sand). Used in directional arrows, floor color codes, project-specific landing strip — never in the logo.

Park Yard · Master Brand Book I · Foundation · Architecture06 / 56

I · Foundation · Naming system

Latin numerals, always.

A small detail that locks the system: the iteration number is a Roman numeral set in the wordmark's typeface. Not Arabic-Indic. Not "PY1." Not "Park Yard 02."

07

Approved iteration lockups

Iteration I

I

Park Yard I — the original

Iteration II

II

Park Yard II — Al-Hossary Sq

Iteration III

III

Park Yard III — TBA

Construction rules

· The numeral sits at the trailing edge of the master logo, separated by half the cap-height of the wordmark.
· Numeral typeface: IBM Plex Mono 600 — to keep the system technical and unambiguous.
· Numeral color = wordmark color (white on navy, navy on light).
· The master Park Yard logo (no numeral) is used for corporate, leasing, vendor, and developer-level communications.
· The iteration lockup is used on-site, in project-specific marketing and project signage.
· A new iteration number is approved by the Brand Council. See p. 55.

Disallowed

Park Yard 1

Western numeral — wrong

PY2

Acronym is not a brand mark

Park Yard 02

Zero-padded — never

Park Yard ٢

No mixed numerals on the master

Park Yard Two

Spell out only in body copy

Park Yard Premium

No invented sub-brands

In running copy — bilingual

EN · "Park Yard II" (Latin numeral always)
EN long-form · "the second Park Yard" (acceptable mid-sentence)
AR · «بارك يارد ٢» (الأرقام الهندية في النص العربي الجاري فقط — لا في الشعار)

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I · Foundation · Heart

Why we exist. What we do. How we promise.

The brand heart is the immovable centre. Every collateral choice — from color to copy — must answer back to one of these three.

08

Vision · long-form

A new generation of Egyptian destinations where the time spent inside is as considered as the architecture itself — modern, mixed-use, hospitable, deliberately bilingual, and worth returning to.

Mission · long-form

To build, brand and operate mixed-use destinations that compress an entire afternoon into one place — retail, dining, cinema, supermarket, offices, clinics — all held to a single design and service standard.

Promise · long-form

Whether you arrive at Park Yard I or Park Yard N, the air, the wayfinding, the greeting, the materials and the music feel like the same brand. Different destinations. One promise.

Park Yard · Master Brand BookI · Foundation · Heart08 / 56

I · Foundation · Values

Five values. Bilingual.

These are operational, not decorative. Use them in design reviews, hiring scorecards, vendor briefs, tenant interviews.

09

VALUE I

Hospitable.

مضياف.

Park Yard greets, never gates. From the parking attendant to the cinema usher, the experience is warm, present, and bilingual.

Operationally: uniformed staff at every entrance, bilingual greetings, no closed-door VIP frontages.

VALUE II

Modern.

معاصر.

Of this decade, not the last. Materials, wayfinding, technology and visual identity are designed forward, not borrowed from a postcard.

Operationally: sans-serif type system, contemporary materials, app-first journey, no faux-classical chrome.

VALUE III

Mixed.

متعدد.

Retail, food, cinema, supermarket, offices, clinics. Designed so the same person comes for three different reasons in one afternoon.

Operationally: tenant mix curated for cross-category dwell, single shared atrium spine.

VALUE IV

Bilingual.

ثنائي اللغة.

Arabic is not a translation — it's an equal first language. Side-by-side EN/AR on every sign, every screen, every printed thing.

Operationally: 50/50 typographic weight in signage, AR-first when audience is local.

VALUE V

Built well.

متقن البناء.

Materials, lighting, acoustics, finishes — held to the standard of a venue that intends to age into its city.

Operationally: spec sheet on p. 36, twice-yearly material audit, no temporary signage past 30 days.

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I · Foundation · Personality

If Park Yard were a person.

Five adjectives. Five dials. Use them to gut-check copy, music selection, uniform fabric, ad casting, social tone.

10

Five-word portrait

Confident.
Hospitable.
Modern.
Direct.
Bilingual.

واثق · مضياف · معاصر · مباشر · ثنائي اللغة

Personality dials

QuietDIAL ↦Loud

ReservedDIAL ↦Warm

ClassicalDIAL ↦Modern

AspirationalDIAL ↦Approachable

GenericDIAL ↦Specific

Sounds like

"Open till 11. Cinema starts at 7. We saved you a parking spot." · "Come for coffee, stay for the film." · "Friday is busy — book a table."

Never sounds like

"Indulge in the ultimate luxury experience." · "UNVEILING THE FUTURE OF RETAIL." · "A bespoke lifestyle journey." · "Crafted, curated, considered."

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I · Foundation · Audiences

Who walks through the door.

Two stakeholder groups, eight personas. Every collateral choice should serve at least one of them — and never alienate another.

11

Visitor personas (the people who arrive)

YH

Yasmine, 31

Marketing manager · Sheikh Zayed

Wants a third place between work and home — a Friday cinema-and-coffee with a friend, a quiet weekday lunch.

Gives high-frequency mid-week visits, social-first sharing, premium F&B spend.

HF

The Hassan family

Two adults · two kids · 6th October

Wants one stop for groceries, dinner, kids' play and a pharmacy. Friday evening together.

Gives long dwell-time, full-basket supermarket, weekend repeat visits.

AT

Ahmed, 28

Engineer · works in PY office tier

Wants a clean lunch, a fast espresso, a 6pm gym session, a barber that's open late.

Gives daily weekday footfall, predictable spend, evangelism inside his office.

MN

Mostafa & Nadia, 60s

Retired professionals · Mokattam

Wants a mid-morning walk in the atrium, the supermarket, a 4pm clinic visit, a café that doesn't blast music.

Gives off-peak loyalty, F&B+clinic+pharmacy combo, brand stewardship.

Tenant + operator personas (the people who choose to be inside)

Retail tenant

Wants a footfall multiplier and a curation that flatters their brand.

We give a tenant kit-of-parts (p. 42), shared atrium spend, joint marketing windows.

F&B operator

Wants outdoor seating that works in evening heat, late-night extract permission, prime atrium adjacency.

We give shaded outdoor zones, late-license slots, integrated kitchens.

Office tenant

Wants a separate lobby, fast lifts, daytime food choices for staff, parking validation.

We give dedicated office gates, daytime tenant deals, garage assignment.

Clinic operator

Wants a discrete entrance, ground-floor pharmacy, generous waiting, clean wayfinding.

We give medical-tier signage, dedicated parking, off-mall lift access.

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I · Foundation · Market position

Where we sit, who we're not.

Two axes — design-led vs commodity, mixed-use vs single-use. Park Yard occupies a deliberately under-served quadrant of the Egyptian market.

12

Position statement

For families and professionals in greater Cairo, Park Yard is the modern mixed-use destination they pick on a Friday — because the design, the mix, and the hospitality reward the visit.

We compete with

Mall of Arabia · Mall of Egypt · Cairo Festival City · CityStars · Point 90 — but only on visit-occasion. We deliberately don't compete on luxury, square-meterage, or anchor-tenant flex.

We're better than them at

· The deliberate mix — F&B, retail, supermarket, cinema, offices and clinics under one identity
· The hospitality — staffed, bilingual, attentive
· The design system — modern, restrained, recognisable

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I · Foundation · Manifesto

13

Manifesto · English

We are not a mall.

We are a destination shaped like a mall — open, hospitable, mixed in use, and built well enough to age into its city. We treat Friday afternoon as a serious format, with the same care most cities reserve for the museum, the airport, the boulevard.

We are bilingual by default. We greet, we don't gate. We choose modern over nostalgic, restraint over noise, the third place over the fourth screen.

One brand. Many destinations. The same promise at every door.

المانفيستو · العربية

نحن لسنا مولاً.

نحن وجهة صُمِّمت بشكل المول — مفتوحة، مضيافة، متعدّدة الاستخدام، ومبنيّة بإتقان يصمد مع المدينة. نتعامل مع جمعة الناس باعتبارها وقتاً يستحقّ التصميم، لا فجوة تُملأ بالمحلات.

ثنائيّو اللغة بالأصل. نرحّب، لا نعزل. نختار المعاصر على الحنين، والصمت على الضجيج، والمكان الثالث على الشاشة الرابعة.

هويّة واحدة. وجهات كثيرة. الوعد ذاته على كلّ باب.

Park Yard · Master Brand BookI · Foundation · Manifesto13 / 56

Pillar II of VII

14 / 56

II

Verbal.

How Park Yard speaks — in English and Arabic, in copy and in service. Voice, vocabulary, messaging, bilingual rules.

5 spreads·Pages 14—18·Voice · Vocabulary · Messaging · Bilingual

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II · Verbal · Tone of voice

Confident. Hospitable. Specific.

A four-axis spectrum we tune by surface. The dial moves; the centre never does.

15

Voice axes

Formal⟵ Hospitality ⟶Conversational

We default conversational. We get more formal in legal, governance, leasing decks.

Reserved⟵ Energy ⟶Energetic

Slightly reserved by default. Energy comes from specifics, not exclamation marks.

Aspirational⟵ Posture ⟶Direct

Direct over aspirational. We say what's true now, not what we promise to become.

Generic⟵ Specificity ⟶Concrete

Always concrete. Real hours, real names, real numbers, real places.

Channel × tone matrix

Channel	Lean	Length
On-site signage	Direct · bilingual 50/50	≤ 7 words
Social — story	Conversational · warm	≤ 12 words
Social — feed	Specific · concrete	≤ 30 words
Email — shopper	Hospitable · clear	≤ 80 words
Leasing deck	Confident · numbers-led	full
Tenant lease	Formal · legal	full
Press release	Direct · specific	≤ 250 words
Service script	Warm · bilingual	≤ 15 words

Worked rewrite — yes

Original (vendor draft): "Park Yard II is unveiling an unparalleled lifestyle experience for the discerning shopper."

Our version: "Park Yard II opens this autumn at Al-Hossary Square. 24,000 sqm, two cinemas, a supermarket, 200+ shops. We saved you a parking spot."

Worked rewrite — yes

Original (vendor draft): "Indulge in a world of bespoke gastronomic delights crafted by world-class chefs."

Our version: "Twenty-four restaurants. Four open until midnight. The chefs run the kitchens — not the marketing."

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II · Verbal · Vocabulary

The words we use. The words we don't.

Every brand has a vocabulary problem. Ours is solved here. Use these tables in copy review, vendor briefs, agency onboarding.

16

Use · these

destination	our preferred noun for the place
iteration	how we refer to PY I, PY II, etc.
tenant	retailers, F&B, clinics, offices
visitor / shopper	depending on context
atrium / square / court	spatial nouns we use deliberately
open	ground-floor F&B is "open until X"
well-built	our promise — concrete, not luxury
bilingual	say it. it's a feature.

Avoid · these

~~indulge~~	luxury cliché
~~bespoke~~	overused, meaningless here
~~curated~~	apply only to actual editorial selection
~~unveil / unveiling~~	breathless launch-speak
~~experience~~	vague — name what it actually is
~~journey~~	we're not a metaphor
~~iconic~~	to be earned, not claimed
~~state of the art~~	show the spec, not the cliché

Replace · these with

~~luxury~~	well-made
~~premium~~	considered
~~shopping experience~~	a Friday afternoon
~~retail destination~~	destination
~~F&B offerings~~	restaurants
~~parking facility~~	parking
~~lifestyle hub~~	place
~~state-of-the-art cinema~~	two cinemas

Capitalisation

Park Yard — both words capped, never ~~park yard~~. Park Yard II — Latin numeral capped. Section names: title case (Garden Court). Generic nouns: lower case (the atrium).

Numerals

Latin in the brand mark (I, II, III). Western for measurements (24,000 sqm). Arabic-Indic in Arabic body copy (٢٤,٠٠٠ متر مربع). Times use Western digits in both languages: 10:00.

Glossary — say this, mean this

Garden Court — outdoor central atrium · The Loft — top-floor F&B promenade · The Cellar — basement supermarket level · Park Lane — street-front retail spine · The Marquee — cinema entrance hall.

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II · Verbal · Messaging

The brand line. The boilerplate. The audience hooks.

Three brand-line candidates ranked. One master boilerplate at three lengths, EN + AR. Audience-tuned headlines.

17

Brand line — three candidates

Recommended · Adopted

More Than a Mall.
A Destination.

أكثر من مول. وجهة.

Direct. Repositions the category. Easy to translate.

Candidate B

Stay the Afternoon.

اقضِ ظهيرتك هنا.

Warm, specific. Strong in social, weaker on hoarding.

Candidate C

A Place. Many Reasons.

مكان واحد. أسباب كثيرة.

Speaks mixed-use; abstract — works as sub-line.

Boilerplate · master · two lengths

25 words

Park Yard is a brand of modern mixed-use destinations developed by Capital Hills — retail, F&B, cinema, supermarket, offices and clinics under one identity.

«بارك يارد» علامة لوجهات متعدّدة الاستخدامات تطوّرها كابيتال هيلز — تجزئة، مطاعم، سينما، سوبرماركت، مكاتب وعيادات تحت هويّة واحدة.

60 words

Park Yard is a brand of modern mixed-use destinations developed by Capital Hills Developments. Each Park Yard — Park Yard I, Park Yard II at Al-Hossary Square in 6th of October, and every iteration to come — combines retail, restaurants, a supermarket, cinema, offices and clinics inside a single design and service standard. More than a mall. A destination.

Audience-tuned headlines

Retail leasing

"Lease where the cinema, the supermarket, and the offices already are."

Office leasing

"Your team's lunch, gym, pharmacy and supermarket — all downstairs."

Clinic leasing

"Discrete entrance. Ground-floor pharmacy. The waiting room your patients deserve."

Shopper · Friday afternoon

"One parking spot. Six things done. Park Yard II is open."

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II · Verbal · Bilingual rules

English and Arabic, side by side. Always.

Arabic is not a translation. It is an equal first language. These rules govern composition, lead order, numerals, and the technical handling of mixed text.

18

Lead language by surface

Surface	Lead	Why
External signage (street)	AR / EN equal	Local-first audience
Internal wayfinding	AR / EN equal	Both languages walk in
Tenant fascia (storefront)	Tenant's choice	Their brand, our system
Leasing decks	EN-led	International tenants
Press / corporate	EN-led	Capital markets audience
Social — Egypt	AR-led	Domestic conversation
Social — international	EN-led	Travel / region readers
App + web — Egypt locale	AR default · EN toggle	User language pref

Side-by-side composition

Open daily
10:00 — 24:00

مفتوح يومياً
١٠:٠٠ — ٢٤:٠٠

Two equal columns. EN left, AR right. Hairline divider. Same weight, same x-height feel (Inter 700 ≈ Plex Arabic 600).

Stack rule

Stack only when horizontal space is tight (mobile, narrow signage). Then: AR first, EN second, divider rule between. Never reverse.

Mixed Arabic + Latin runs

In Arabic body copy with English tokens (brand names, URLs, units), wrap each Latin run in U+2066 ⁦ … ⁩ U+2069 so direction stays correct on every platform.

«افتُتح ⁦Park Yard II⁩ في ⁦Al-Hossary Square⁩ — ⁦24,000⁩ متر مربع»

Numerals · dates · currency

EN body: Western (10,000 EGP, 14 March, 9:00 PM)
AR body: Arabic-Indic (١٠,٠٠٠ ج.م، ١٤ مارس، ٩:٠٠ م)
On the brand mark only: Latin numerals (I, II, III)

Type pairing rationale

Inter + IBM Plex Sans Arabic — both modern humanist sans, same x-height proportion, both designed for screen and signage. They sit at the same optical weight at matched sizes (Inter 700 ↔ Plex AR 600).

Park Yard · Master Brand BookII · Verbal · Bilingual18 / 56

Pillar III of VII

19 / 56

III

Visual.

The visible identity. Logo, color, typography, icons, photography, graphic language, motion — every atom of how Park Yard appears.

16 spreads·Pages 19—34·Logo · Color · Type · Icons · Photo · Pattern · Motion

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III · Visual · Logo · Master

The master logo. Locked.

A single canonical file. Never redrawn, never recolored, never reconstructed. The asset is the source of truth.

20

Master logo — used on corporate, leasing, vendor, developer-level communications.

Canonical file

mou5ajru-PARK-YARD-LOGO-WHITE-NO-BG.png

Source of truth. SVG, EPS, white-out, black-out, favicon, app-icon variants all derive from this master.

Construction · locked

Stylized "PY" monogram in white inside a navy square — negative space forms a tree silhouette. Wordmark "Park Yard" in custom serif sits to the right. The file is the logo — never redrawn, never reconstructed in software.

Asset library

PY-master.svg	primary vector
PY-master-white.svg	white-out variant
PY-master-mono.svg	single-color variant
PY-favicon-32.png	browser favicon
PY-app-1024.png	iOS / Android app icon

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III · Visual · Logo · Project lockups

Project lockups — Latin numerals only.

For on-site, project-specific signage and project marketing. Same construction, different numeral. Always Latin (Roman) numerals.

21

Master

Park Yard
(no numeral)

Iteration I

I

Park Yard I
(the original)

Iteration II

II

Park Yard II
(Al-Hossary Sq)

Iteration III · IV · N

III

Future destinations
(template)

Geometry

Master logo · X

½ X

II

Numeral

Cap-height of the numeral matches the cap-height of the wordmark "Park Yard" inside the master file. The gap is exactly ½ X — half the height of the navy badge inside the master.

Rules

· Numeral typeface: IBM Plex Mono 600.
· Numeral cap-height = wordmark cap-height.
· Gap = ½ cap-height of wordmark.
· Numeral color matches wordmark color (white on navy, navy on light surfaces).
· Numeral baseline-aligned with wordmark.
· Project lockup = master file + numeral set in software (not redrawn).

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III · Visual · Logo · Clear space & sizing

Breathing room and minimum sizes.

The clear space is built from the master file itself — half the height of the navy square. Minimum sizes are absolute floors, not targets.

22

Clear space — half-square (½ X)

½ X

X = height of the navy badge inside the master. Maintain ½ X of clear space on all sides. Nothing — type, image, edge, neighbouring logo — enters this zone.

Minimum sizes

Digital

24 px · 48px@2x

Print

14 mm width

Signage

120 mm width

Recommended sizing per surface

Business card	22 mm wide
A4 letterhead	42 mm wide
A4 brochure cover	60 mm wide
Email header	120 px wide
Web nav	36 px tall
App splash	240 px wide
Outdoor billboard	≥ 800 mm wide
Building signage	≥ 2,000 mm wide

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III · Visual · Logo · Misuse

What the logo never does.

Eight examples of treatments that violate the master. If a vendor or designer asks "can we just…" — the answer is no.

23

No 1 · Stretch

Never distort the proportions of the master file.

No 2 · Recolor

Never apply color filters or substitute the navy.

No 3 · Drop shadow

No shadows, glows, embosses, or 3D treatments.

No 4 · Busy bg

Never place the bare logo over a high-detail photo without a contained badge.

No 5 · Outline only

PY Park Yard

Never stroke or hollow out the wordmark.

No 6 · Mixed numerals

٢

Never localize the numeral on the master mark.

No 7 · Tagline inside

More Than a Mall

Never composite tagline or strap inside the lockup.

No 8 · Co-lock

CAPITAL HILLS

Never lock the endorser into the logo unit.

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III · Visual · Logo · On photography

When the logo lands on a photo.

Three legitimate placements — over a deliberate quiet zone, over a darkened scrim, or held in a contained device. Never floating on busy detail.

24

A · Quiet zone

Logo placed in a low-detail corner. Master is naturally legible. Best.

B · Scrim

A subtle gradient scrim drops the photo behind the logo. Use when no clean zone exists.

C · Contained card

A solid card holds the logo. Good for posters and high-detail backgrounds.

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III · Visual · Color system

A modern mall palette.

Navy anchors. Persimmon accents. Sand, sage and slate carry secondary roles and iteration tints. Every value spec'd for print, screen, and signage paint.

25

PRIMARY

Park Yard Navy

#132146

PRIMARY 2

Navy Hover

#1B2D5E

ACCENT

Persimmon

#E85A2C

ACCENT 2

Persimmon Deep

#B8431F

PAGE

Off-white

#F7F4ED

SURFACE

Pure white

#FFFFFF

SECONDARY

Sand

#E8DEC8

SECONDARY

Sage

#7A9986

SECONDARY

Slate

#5C6B7A

RULE

Mist

#E0DACE

CAPTION

Caption Ink

#6B6B6B

BODY

Body Ink

#1A1A1A

Token	Name	HEX	RGB	CMYK	Pantone	Use
--ink	Park Yard Navy	#132146	19 · 33 · 70	100 · 95 · 30 · 40	282 C	Logo, headlines, primary nav
--accent	Persimmon	#E85A2C	232 · 90 · 44	0 · 75 · 90 · 0	165 C	CTA, links, primary accent
--paper	Off-white	#F7F4ED	247 · 244 · 237	2 · 2 · 6 · 0	9043 C	Page background
--sand	Sand	#E8DEC8	232 · 222 · 200	8 · 10 · 20 · 0	Warm Gray 1 C	Iteration III tint
--sage	Sage	#7A9986	122 · 153 · 134	55 · 25 · 50 · 5	5635 C	Iteration II tint
--slate	Slate	#5C6B7A	92 · 107 · 122	65 · 50 · 40 · 15	7545 C	Iteration N tint, data

Park Yard · Master Brand BookIII · Visual · Color25 / 56

III · Visual · Color · Ratios & tints

60 · 30 · 10. And one tint per iteration.

The proportion is what makes the system feel like a system. Every page should fall close to this distribution.

26

Usage ratio · 60 / 30 / 10

60% · PAPER + WHITE

30% · NAVY

10%

Paper + white surfaces hold most of the page. Navy carries headlines, navigation and hero blocks. Persimmon (10%) is reserved for CTAs, links, single accents — never wallpaper.

Pairings · do

Navy on paper

Body copy default

Persimmon on navy

Eyebrow + accent

Persimmon on white

CTA button

Pairings · don't

Navy on persimmon

Vibrates · don't

Persimmon on sage

Two accents fighting

White on sand

Insufficient contrast

Iteration tints — wayfinding only

Park Yard I

#E85A2C · Persimmon

Park Yard II

#7A9986 · Sage

Park Yard III

#E8DEC8 · Sand

Park Yard N

#5C6B7A · Slate

Where iteration tints are allowed

· Floor-finder color codes (basement, ground, F1, F2 …)
· Directional arrows in wayfinding
· Project landing-page hero strip
· Project sub-strap on hoarding
· Project social-post corner accent

Where they are NOT allowed

· The master logo (never tinted)
· Headlines, body copy
· Backgrounds of brochures or large surfaces
· Tenant signage

Park Yard · Master Brand BookIII · Visual · Color · Ratios26 / 56

III · Visual · Color · Functional & dark

Status colors and dark-mode tokens.

A complete digital token map. Light-mode default. Dark mode for night surfaces, app, in-mall screens.

27

Functional palette

Success

#2E7D32

Confirmations, "open now" labels, completed states.

Warning

#C77800

Soft notices, "closing in 30 min", "low parking".

Error

#C62828

Form errors, hard "closed" states, validation.

Info

#1565C0

Helper text, tooltips, system messages.

Light-mode UI tokens

--bg-app	#FFFFFF
--bg-page	#F7F4ED
--text-body	#1A1A1A
--text-display	#132146
--text-muted	#6B6B6B
--border-rule	#E0DACE

Dark mode preview

Park Yard II

Open until midnight.
Cinema starts at 22:00.

مفتوح حتى منتصف الليل.

--bg-app · dark	#0B1530
--bg-surface · dark	#132146
--text-body · dark	#FFFFFF
--accent · dark	#E85A2C
--border · dark	#1B2D5E

Park Yard · Master Brand BookIII · Visual · Color · Functional & Dark27 / 56

III · Visual · Typography · System

Inter + IBM Plex Sans Arabic.

Two modern humanist sans, designed for screen and signage. Matched x-heights, matched optical weight.

28

Latin · Inter

Aa

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9 . , ; : ' " ! ? — & @

Why Inter: a humanist sans built for screen, with tabular numerics, premium feel, and twelve weights. Free, open-source, available everywhere. Used by Mozilla, GitHub, Notion. Modern without being trendy.

Regular 400

Medium 500

Semi 600

Bold 700

Arabic · IBM Plex Sans Arabic

أب

ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي
٠ ١ ٢ ٣ ٤ ٥ ٦ ٧ ٨ ٩ ، ؛ : ! ؟ « »

Why Plex Arabic: a contemporary humanist Arabic sans with the same x-height proportion and weight rhythm as Inter. Designed by IBM for screen and signage parity with Latin counterparts. Free, open-source, multi-weight.

عادي 400

وسط 500

عريض 700

Mono · IBM Plex Mono

PARK YARD II · 24,000 SQM · 6TH OCT

Used for technical metadata: codes, room numbers, IDs, captions, tabular data, eyebrows.

Pairing rationale

Inter and Plex Arabic share humanist proportions and were both designed for the same software-first era. At matched sizes (Inter 700 ↔ Plex Arabic 600) the optical weight is identical — bilingual setting feels typeset by one designer, not stitched.

Park Yard · Master Brand BookIII · Visual · Type · System28 / 56

III · Visual · Typography · Scale

A single scale for screen, print, signage.

Nine steps. Tight tracking on display sizes. Tabular numerics on by default.

29

DISPLAY XL

Park Yard II.

64 / 1.05 / -.025

DISPLAY L

Friday afternoon.

48 / 1.08 / -.022

DISPLAY M

Open until midnight.

36 / 1.12 / -.020

H1

Two cinemas, twenty-four restaurants.

28 / 1.18 / -.015

H2

Anchored by a supermarket and a gym.

22 / 1.25 / -.010

BODY L

Lead paragraph size. Used for opening sections, brand-line statements, the long form.

16 / 1.55 / 0

BODY

Default body copy size — most paragraphs, table cells, captions on inserts. Reads well in print at A4 and digital at 1× density.

14 / 1.55 / 0

CAPTION

Captions, image credits, small print, footnotes — everything secondary to the main flow.

12 / 1.45

MICRO

Eyebrow · technical · metadata

10 / 1.30 / .10

Numerics

Tabular lining figures by default — for prices, hours, codes.

10:00 — 24:00

EGP 24,000

١٠:٠٠ — ٢٤:٠٠

Tracking guide

Display ≥ 36px	-0.020 to -0.025
H1 — H3 (20-32px)	-0.010 to -0.015
Body (12-18px)	0
Micro / eyebrow	+0.10 to +0.16
Arabic display	0 (no tracking)
Arabic body	0 (no tracking)

Park Yard · Master Brand BookIII · Visual · Type · Scale29 / 56

III · Visual · Typography · Bilingual settings

Three settings. Same system.

A poster, a sign, a page of body copy — bilingual all the way through. Same typeface family, same weight relationship.

30

Setting A · Poster

More Than a Mall.
A Destination.

أكثر من مول.
وجهة.

Display sizes, equal weight presence. Inter 700 ↔ Plex Arabic 700. Two stacked blocks separated by a hairline rule.

Setting B · Sign

Cinema · Level F2
Restrooms · this floor
Parking · ←

السينما · الطابق الثاني
دورات المياه · هذا الطابق
المواقف · ←

Wayfinding setting. Inter 700 ↔ Plex Arabic 600 — the slight Arabic weight reduction balances the visual mass. Vertical hairline divider.

Setting C · Body copy

Park Yard II opens at Al-Hossary Square in 6th of October City — 24,000 sqm, two cinemas, a supermarket, retail, restaurants, offices and clinics under one roof.

يفتتح «بارك يارد ٢» في ميدان الحصري بمدينة السادس من أكتوبر — ٢٤,٠٠٠ متر مربع، سينمتان، سوبرماركت، مطاعم وعيادات تحت سقف واحد.

Body setting. Inter 400 ↔ Plex Arabic 400. Numerals in Western (EN) and Arabic-Indic (AR) per the rules.

Park Yard · Master Brand BookIII · Visual · Type · Bilingual30 / 56

III · Visual · Iconography

One icon family. Linear. Bilingual.

Drawn on a 24-unit grid, 1.5px stroke, round caps and joins. Used identically across signage, app, print, web. Never filled. Never re-coloured outside the system.

31

Core wayfinding set · 16 icons

EN · AR labels

Parking

موقف سيارات

Elevator

مصعد

Escalator

سلّم متحرّك

Supermarket

سوبر ماركت

Cinema

سينما

Restrooms

دورات المياه

Food court

منطقة المطاعم

Clinics

عيادات

Offices

مكاتب

Information

استعلامات

ATM

صرّاف آلي

Prayer room

مصلّى

Wi-Fi

واي فاي

Accessibility

إتاحة الوصول

EV charging

شحن كهربائي

Concierge

كونسيرج

Construction · 24-grid

Specs

Grid	24 × 24
Stroke	1.5 px
Corner	2 px round
Cap / join	round
Colour	--ink
Filled	Never

Applied · directory plate

Floor 1 · F&B

Food court →

Elevators ↑

Park Yard · Master Brand BookIII · Visual · Iconography31 / 56

III · Visual · Photography

The mall, told honestly.

Photography is the most expensive medium and the easiest to get wrong. These are the rules — and the catalogue of approved master frames.

32

04 · DUSK FACADE · HERO

06 · ENTRANCE · DUSK

05 · ATRIUM · F&B

07 · F&B · GOLDEN HOUR

03 · FACADE · BLUE HOUR

01 · STREET · DAY

08 · AERIAL · CONTEXT

09 · FAMILY · DAY

Do

· Use the canonical 8-frame master set above for any "the mall" image. Reach for the file.
· Real people, real moments — small in the frame, doing real things.
· Blue hour, golden hour, soft daylight. Egyptian winter sun is the friend.
· Architectural symmetry — the building's classical column rhythm should breathe.
· When a needed frame doesn't exist, generate via the project pipeline using a master frame as visual reference (rule p. 56).

Don't

· Generic mall stock photography. Ever.
· Glamour shots: solo models, hair-flips, "luxury shopping bag" tropes.
· Cars in feature roles — they're context, not content.
· Heavy filters, vignettes, faux film grain, Instagram-grade saturation.
· AI-generated "mall" imagery without a Park Yard render as visual reference. Architecture must stay consistent with the actual building.

Park Yard · Master Brand BookIII · Visual · Photography32 / 56

III · Visual · Graphic language

A grid, a divider, and one pattern.

Restrained on purpose. The page does most of the work; the graphic language only steps in when a flat surface needs orientation.

33

Hero pattern · derived from the PY monogram

Three densities — high (32px module), medium (60px), low (100px). High for narrow accents, medium for hero blocks, low for full-bleed surfaces.

Grid system

12-col · 24px gutter · 56px outer pad on A4 landscape canvas (1280px). Content can span any whole-column count. Cards live on column boundaries; never floating.

Dividers

1px hairline in --rule (#E0DACE). Used between sections, between table rows, around cards.

2px accent rule in persimmon. Used sparingly to mark a major break — a section divider on a long page, the lead between hero and body.

Shapes

Sharp corners (0px) for typographic blocks. 4px for content cards. 8px for cards on darker surfaces. Never pill-rounded, never >12px.

Park Yard · Master Brand BookIII · Visual · Graphic language33 / 56

III · Visual · Motion

Quiet, deliberate, fast.

Motion communicates state — never decoration. Three durations, one easing curve, never bouncy.

34

Easing · the Park Yard curve

A confident decel. Fast in the first third, lingers gently into rest. Never overshoots, never bounces. Used for everything — page transitions, modal entry, hover states.

Durations

120

ms · micro
hovers, color, focus

240

ms · standard
menus, modals, drawers

480

ms · large
page transitions, hero

Principles

1 · Animate to communicate state, never to entertain.
2 · One easing curve across the system. No bouncy, no spring, no elastic.
3 · Respect prefers-reduced-motion — everything ≥ 240ms shortens to 0ms.
4 · Stagger only when objects share a parent; never randomize delay.
5 · Loops are forbidden except for status indicators (loading, recording).

Park Yard · Master Brand BookIII · Visual · Motion34 / 56

Pillar IV of VII

35 / 56

IV

Spatial.

The brand made physical. Materials, lighting, wayfinding, sign families — every spec a vendor needs to build a Park Yard surface.

5 spreads·Pages 35—39·Materials · Lighting · Wayfinding · Signs

Park Yard · Master Brand BookPillar IV · Spatial35 / 56

IV · Spatial · Materials & finishes

Eight materials, locally sourced.

A short, opinionated palette. Each material has a tactile role and a maintenance budget. No spec is allowed off-list without Brand Council review.

36

M-01 · Anchor

Painted concrete

Site-cast · navy (PMS 282 C) · matte.
Use: hero walls, lift cores, signage carriers.

M-02 · Floor

Egyptian limestone

Sinai cream · honed · 600×600 mm.
Use: atrium, corridors, entry vestibules.

M-03 · Highlight

Brushed brass

Solid brass · brushed · clear PVD.
Use: handrails, pulls, sign rules, mullions.

M-04 · Accent

Sage tile

Glazed ceramic · 100×300 mm matte.
Use: restrooms, café bars, FC counters.

M-05 · Warm

Walnut veneer

European walnut · 0.8mm · oil finish.
Use: office reception, info desks.

M-06 · Light

Terrazzo

Off-white · navy + brass chips · polished.
Use: thresholds, atrium feature, stair treads.

M-07 · Frame

Anodized aluminium

Champagne · 50mm extrusion · matte.
Use: sign frames, canopy fascia, mullions.

M-08 · Quiet

Smoked glass

Low-iron · grey tint · 12mm tempered.
Use: lift cores, balustrades, signage screens.

Material	Atrium	Retail unit	F&B	Office	Clinic	Restroom	Wayfinding
M-01 Painted concrete	●	—	—	●	—	—	●
M-02 Limestone	●	●	●	●	●	—	—
M-03 Brushed brass	●	●	●	●	●	●	●
M-04 Sage tile	—	—	●	—	—	●	—
M-05 Walnut veneer	—	—	●	●	●	—	—
M-06 Terrazzo	●	●	●	—	●	●	—
M-07 Anodized aluminium	●	●	●	●	●	●	●
M-08 Smoked glass	—	●	●	●	●	—	●

Park Yard · Master Brand BookIV · Spatial · Materials36 / 56

IV · Spatial · Lighting

Warm enough to feel residential.

Color temperature, lux levels, and fixture families — by zone, by time of day. The mall should feel like a hotel lobby at 6pm, not an airport at 6am.

37

Color temperature × zone

Zone	CCT	CRI	Lux (avg)	Notes
Atrium · day	3500K	≥ 90	350 lx	Skylight + supplement
Atrium · evening	2700K	≥ 90	200 lx	Warm down at 6pm
Retail corridor	3000K	≥ 92	300 lx	Compliments tenant fixtures
F&B · Garden Court	2700K	≥ 92	150 lx	Dimmable to 50 lx after 9pm
Cinema lobby (Marquee)	2700K	≥ 90	120 lx	Theatrical · low-key
Office lift core	3500K	≥ 80	250 lx	Crisper, work-mode
Clinic waiting	3500K	≥ 92	300 lx	Calm, not clinical
Restroom	3000K	≥ 90	200 lx	Flattering, never harsh
Parking	4000K	≥ 70	100 lx	Functional · safe egress
External · facade	2700K	≥ 90	—	Backlit signage + grazing

Day · dusk · night feel

DAY · 3500K

DUSK · 2700K

NIGHT · 2700K

Fixture families

· Recessed downlights · 100mm aperture · matte black trim
· Linear LED slots · 2700K · in coffer lines and column tops
· Track spots · 3000K · over retail thresholds and feature walls
· Bollards (external) · 2700K · 800mm tall · brushed brass cap
· Catenary string lights · 2400K · seasonal · F&B Garden Court only

Rule

Cool white (≥ 4000K) is forbidden in customer-facing space. The mall is warm. Cool fixtures are reserved for parking, BoH, technical rooms.

Park Yard · Master Brand BookIV · Spatial · Lighting37 / 56

IV · Spatial · Wayfinding

Bilingual. Floor-coded. Fewer words, larger.

A simple system that tells visitors three things: which floor they're on, where they want to go, and which way to walk. In two languages, with one icon family, in one type system.

38

Floor color codes

F2

The Loft — F&B promenade

الطابق الثاني — مطاعم

F1

Retail · Offices · Clinics

الطابق الأول — تجزئة ومكاتب

GF

Park Lane · Garden Court

الطابق الأرضي — الباحة

B1

The Cellar — Supermarket

الطابق السفلي — سوبرماركت

B2

Parking

المواقف

Floor color appears on every wayfinding sign on that floor — as a 12mm tall solid bar at the top edge. Visitors learn the code in 90 seconds.

Sign anatomy · directional

F1 · Now here

Cinema · Marquee →
Restrooms · ←
Parking · ↓

الطابق الأول

السينما · ←
دورات المياه · →
المواقف · ↓

PARK YARD II · F1 · WF-D-014

Anatomy: floor-color bar (top), bilingual content (50/50, hairline divider), unit code + master logo (bottom). Total height ~600mm at human eye level.

Park Yard · Master Brand BookIV · Spatial · Wayfinding38 / 56

IV · Spatial · Sign families

Five sign families. One system.

Each family has a job, a footprint, and a content rule. No sixth family without Brand Council approval.

39

Family I

Pylon · external

Tall standalone wayfinder at site entry. Master logo only. Project lockup at base. 4500mm tall.

PARK YARD II

Family II

Building identification

Architectural-scale lockup on facade. Halo-lit at night. Project lockup. 2000—4000mm wide.

F2 · LOFT

Cinema →

Family III

Directional · in-mall

Bilingual directional + floor-color bar. Suspended or wall-mounted. 600mm tall standard.

14

Family IV

Unit / room number

Tenant unit and clinic / office room numbering. Brushed brass plate, etched type. 80×80mm.

!

Family V

Regulatory · safety

Egyptian Civil Defence + ISO standards. Persimmon for emergency, sage for guidance. Type-locked.

Family	Material	Type	Lighting	Mounting height	Approval
I · Pylon	Painted concrete + brushed aluminium	Inter 700 · Plex AR 700	Halo-lit · 2700K	4500 mm tall	Brand Council
II · Building ID	Brushed aluminium · halo-lit	Master file	Halo-lit · 2700K	≥ 12,000 mm AGL	Brand Council
III · Directional	Anodized aluminium frame	Inter 700 · Plex AR 600	Edge-lit panel · 3000K	2200—2400 mm AGL	Project BM
IV · Unit number	Brushed brass plate · etched	Plex Mono 600	None	1500 mm AGL	Project BM
V · Regulatory	Photoluminescent acrylic	Inter 600 · Plex AR 500	Self-luminescent	Per code	Civil Defence + Project BM

Park Yard · Master Brand BookIV · Spatial · Sign families39 / 56

Pillar V of VII

40 / 56

V

Experience.

The brand made human. Service, tenant standards, sensory design — the texture of being in a Park Yard.

4 spreads·Pages 40—43·Service · Tenant · Sensory

Park Yard · Master Brand BookPillar V · Experience40 / 56

V · Experience · Service & hospitality

Hospitable is a job description, not a value.

Uniforms, scripts, training pillars, and the mystery-shopper rubric the Brand Council uses every quarter.

41

Uniforms by role

Role	Uniform	Identifier
Concierge	Navy blazer · cream shirt · brass PY pin	Name badge · bilingual
Guest experience	Navy chambray shirt · stone chinos · brass pin	Name badge + role
Security	Charcoal suit · navy tie · brass pin · earpiece	Discrete shoulder ID
Cleaning	Sage polo + stone trousers · brass pin	Apron with first name
Valet	Navy bomber · cream tee · cap · brass pin	Number tag (1–24)
Maintenance	Navy work-shirt · stone trousers · brass pin	Trade badge

Master supplier-made. Brass PY pin (12mm) mandatory at left chest, regardless of role.

Greeting · entrance

"Welcome to Park Yard. Cinema, supermarket, anything I can help with?"

«أهلاً بك في بارك يارد. سينما، سوبرماركت، أيّ مكان أساعدك تلاقيه؟»

Greeting · valet

"Welcome — your number is 14. We'll have your car in 4 minutes when you're back."

«أهلاً — رقمك ١٤. سيارتك جاهزة في ٤ دقائق وقت رجوعك.»

Training pillars

1 · Greet within 8 seconds of eye contact.
2 · Speak the visitor's first language (default Arabic).
3 · Names where possible (loyalty, valet repeats).
4 · Walk the visitor — never point and abandon.
5 · "Yes, and …" before "no" — the answer is rarely no.

Mystery-shopper rubric · quarterly

Dimension	Score 5	Score 3	Score 1
First greeting	Bilingual within 8s · name where appropriate	Greeted but generic	No greeting
Wayfinding answer	Walked visitor · bilingual	Pointed correctly	Wrong info / "I don't know"
Issue handling	Resolved on the spot · owned outcome	Escalated promptly	Left visitor to escalate
Uniform & pin	Compliant · pin visible	Pin missing	Out of uniform
Tone	Warm · specific · not formulaic	Polite · scripted	Curt or breathless

Park Yard · Master Brand BookV · Experience · Service41 / 56

V · Experience · Tenant standards

A tenant kit-of-parts.

Tenants keep their brand. We govern the system around it. Storefront, fascia, hours, signage hierarchy, window display — these are non-negotiable.

42

Storefront kit-of-parts · diagram

Tenant rules

1 · Tenant brand owns the fascia band — within 50mm height max, type only (no boxed lockup wider than 60% of unit width).
2 · Fascia type must be backlit or halo-lit at 2700–3000K. No flat vinyl, no flash, no scrolling LEDs.
3 · Window display refreshed monthly minimum. No "to let" / "coming soon" past 7 days.
4 · Hours of trade match the master mall hours — 10:00 to 24:00 (F&B until 02:00 Garden Court only).
5 · All in-window pricing tags and POS material in the tenant's brand only — never adopting Park Yard styling.
6 · Tenant uniforms cannot replicate Park Yard service uniform colors (no navy + brass pin).
7 · Tenant social posts that mention Park Yard must use approved master assets — see asset library, p. 56.

What we promise the tenant in return

A consistent, hospitable, well-lit, well-maintained shared environment that makes their store work harder. Joint marketing windows. Footfall data. A 48-hour SLA on any maintenance request affecting the storefront.

Park Yard · Master Brand BookV · Experience · Tenant42 / 56

V · Experience · Sensory

Smell. Sound. Touch. Air.

A mall is the most multi-sensory brand surface there is. Specifying scent, music, materials and air quality is the same brand work as specifying logo colors.

43

Scent · Park Yard No. 1

A custom signature scent diffused at every entrance, atrium, and lift lobby.

Top: bergamot, neroli, white tea
Heart: jasmine sambac, fig leaf
Base: sandalwood, vetiver, smoked oud (trace)
Concentration: 0.4% — perceptible, never assertive
Distribution: HVAC-integrated · 24/7 · master supplier

Sound · zone playlists

Music is curated, not licensed-by-genre. Different zones, different tempo.

Atrium · day	75–90 BPM · instrumental · 60dB
Atrium · evening	90–110 BPM · vocal · 65dB
F&B Garden Court	80–100 BPM · acoustic · 70dB
Cinema lobby	Score-led · 65dB
Clinic waiting	Acoustic · 55dB
Office / restroom	No music

Sonic logo: 2-sec 4-note chime · PA announcements + cinema interval bell.

Touch · what the hand meets

The first material a visitor's hand touches is always brushed brass.

Door pulls: brushed brass · 32mm round · M-03
Handrails: brass over walnut · M-03 + M-05
Tap fittings · lift buttons: brushed brass
Furniture surfaces: walnut + sage upholstery only

Brass aged with a wax patina, never lacquered to a glassy shine.

Air · temperature · humidity · filtration

22°C · 45% RH · MERV 13 · CO₂ < 800 ppm.

Atrium · offices	22°C · 45% RH
Retail / F&B	21°C · 50% RH
Cinema	20°C · 45% RH
Clinics	21°C · 50% RH · MERV 16
Restrooms	23°C · ext-air · 12 ach

Filtration: MERV 13 across the building (16 in clinics). PM2.5 monitored at 3 atrium points · live to in-mall info screens.

Park Yard · Master Brand BookV · Experience · Sensory43 / 56

Pillar VI of VII

44 / 56

VI

Application.

The system in the world. Each application shown three ways — Master · Park Yard I · Park Yard II — to prove the system holds.

10 spreads·Pages 44—53·Stationery · Print · Outdoor · Social · Digital · Events · Hoarding · Merch

Park Yard · Master Brand BookPillar VI · Application44 / 56

VI · Application · Stationery

Business card · letterhead · envelope.

Bilingual by default. Master logo on corporate stock. Project lockup on project stock.

45

Layla Mansour

Head of Leasing

layla@parkyard.eg · +20 100 000 0000

Capital Hills Developments
Cairo, Egypt

14 March 2026

Dear Mr Hassan,

Thank you for your interest in retail leasing at Park Yard II. Please find attached our tenant kit and proposed unit plan…

Three iterations · same system

Master corporate

Layla Mansour

Head of Leasing · Capital Hills

Park Yard I

I

Tarek Sami

Centre Manager · Park Yard I

Park Yard II

II

Hala El-Mokhtar

Centre Manager · Park Yard II

Differentiator

A 4mm vertical edge in the iteration tint sits left of project cards. The master uses no edge — the system is otherwise identical.

Item	Stock	Size	Print
Business card	Mohawk Loop · 350gsm · uncoated	85 × 55 mm	2-side · 4-color · brushed-brass foil edge optional
Letterhead	Mohawk Strathmore · 100gsm · cream	A4 · 210 × 297 mm	1-side · navy + persimmon · pre-printed
Envelope C5	Mohawk Strathmore · 100gsm · cream	162 × 229 mm	Logo top-left · address window front
Folder A4	350gsm · navy uncoated · brass foil logo	A4 + 8mm spine	Foil-blocked logo · single pocket inside

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VI · Application · Marketing collateral

Brochure cover · spread · flyer.

A modular system. Three covers shown — corporate, leasing, shopper. Same grid, same type, three voices.

46

Corporate · 2026

More Than a Mall.
A Destination.

A · Corporate / brand brochure

Single hero render. Bold brand line. For developers, investors, leasing prospects who already know the name.

II

Leasing pack · Q3 2026

Lease where the
cinema, the supermarket,
and the offices already are.

PARK YARD II · AL-HOSSARY SQ · 6TH OCT

B · Leasing brochure (PY II)

Headline-led. Single fact, single offer. White paper, navy type, persimmon eyebrow.

II

Friday at Park Yard II.
Cinema. Supermarket. Saved you a parking spot.

جمعة في بارك يارد ٢. سينما. سوبرماركت. وموقفك جاهز.

C · Shopper flyer (PY II)

Image-led. Conversational headline. Bilingual side-by-side. Distributed in mall + valet drop.

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VI · Application · Outdoor & billboard

One image. Five words. Bilingual.

Highway billboards live for two seconds in a driver's eye. We respect that constraint.

47

II

Open Autumn
2026.

يفتتح خريف ٢٠٢٦.

PARK YARD II · AL-HOSSARY SQ

A · Master · brand awareness

More Than a Mall.
A Destination.

B · Park Yard I · operating

I

Cinema starts
at 19:00.

C · Park Yard II · pre-launch

II

Open Autumn 2026.

AL-HOSSARY SQUARE

Format	Size	Visible duration	Word ceiling
Highway unipole	12 × 6 m	~ 2 sec @ 100 km/h	≤ 6 words EN + AR
City boulevard	8 × 4 m	~ 4 sec	≤ 10 words EN + AR
Bus shelter	1.2 × 1.8 m	~ 30—120 sec	≤ 30 words EN + AR
Mall hoarding	Variable	Long dwell	≤ 60 words EN + AR

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VI · Application · Social media kit

Three formats. One system.

Profile picture, feed post (1:1), story (9:16). Master and project tints shown side by side.

48

Profile picture

Master monogram on navy · 1024 × 1024.

Story · 9:16

II

Cinema starts
at 19:00.

السينما تبدأ ٧:٠٠ مساءً.

Feed posts · 1:1 · master · PY I · PY II

Park Yard

More Than
a Mall.
A Destination.

أكثر من مول. وجهة.

Master · brand statement

I

A Friday
at Park Yard I.

جمعة في بارك يارد ١.

Park Yard I · Friday post

II

Open Autumn
2026.

يفتتح خريف ٢٠٢٦.

AL-HOSSARY SQUARE

Park Yard II · pre-launch

Social rules

· Logo always present (corner pill or in-image card) · Iteration tint subtle, never wallpaper · Bilingual on every post · Photography from approved master frames + ref-based generations only · No emoji in headlines · ≤ 3 hashtags per post

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VI · Application · Digital · Web & UI

parkyard.eg — the master site.

A small, fast, bilingual site. The master directory of every iteration. Project sub-sites inherit, never override.

49

Hero · parkyard.eg

Park Yard IPark Yard IILeasingVisit

EN · ARFind a tenant

Capital Hills Developments

More Than a Mall.
A Destination.

UI tokens · digital

--bg	#FFFFFF
--bg-elevated	#F7F4ED
--ink	#132146
--text	#1A1A1A
--text-muted	#6B6B6B
--accent	#E85A2C
--border	#E0DACE
radius-card	4 px
radius-button	3 px
shadow-modal	0 8 24 rgb(19 33 70 / .12)

URL architecture

parkyard.eg — master site, brand, leasing, jobs
parkyard.eg/i — Park Yard I tenant directory + visit info
parkyard.eg/ii — Park Yard II tenant directory + visit info
parkyard.eg/leasing — central leasing · parkyard.eg/jobs — operations careers · parkyard.eg/press — press, media kit

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VI · Application · Digital · App icon & email

App icon. Email template. Always the master.

The icon and email header reach for the master file. Iteration appears only inside the experience, never on the icon.

50

App icon · four legitimate presentations

Square · source

iOS · 22% radius

Avatar · circle

Favicon · 32 px

Rule

The master is the icon. It is never re-tinted to a project iteration color (no persimmon-PY-I icon, no sage-PY-II icon). Iteration shows up inside the app — in the floor color codes, in the destination switcher.

Email template · transactional

Park Yard II · cinema booking

Your seats are saved.

Layla, you're booked for The Old Oak on Friday 14 March, 19:00. Marquee Cinema 2, seats G7 & G8. Your QR is below.

PY II · 240314 1900 G7 G8

PARK YARD · A BRAND OF CAPITAL HILLS DEVELOPMENTS
parkyard.eg · +20 100 000 0000 · cairo, egypt

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VI · Application · Events & activations

A year of Park Yard.

Seven anchored seasonal moments. Each iteration adapts the master template — the Ramadan window is shown worked in detail.

51

Calendar · master across all iterations

Window	Anchor	Tone	Centre-led / tenant-led
Ramadan	Iftar long table · F&B menus	Hospitable, generous, late-night	Centre-led, tenant participation
Eid Al-Fitr	Children's atrium event · Eidiya	Family-warm	Centre-led
Summer escape	Outdoor cinema in the Garden Court	Late-night, social	Centre-led
Back to school	Tenant-led promotions, kids' workshops	Practical, family	Tenant-led
Cinema Festival	3-week curated programme	Cultural, considered	Centre-led
Anniversary	Tenant-wide rebate, atrium concert	Celebratory, restrained	Centre-led
Winter season	Catenary lights, hot-drink takeover	Warm, festive without being kitsch	Centre-led

Worked example · Ramadan

Ramadan at Park Yard II · 1447H

A long table for the long evening.

A 60-seat communal Iftar table set down the centre of the Garden Court every Saturday in Ramadan. Reservation-only. Free for first 20, donation for next 40 (to a Capital Hills Foundation cause).

طاولة طويلة لإفطار طويل في باحة بارك يارد ٢. كل سبت في رمضان. الحجز مفتوح. الـ٢٠ الأولى مجاناً، الـ٤٠ التالية بتبرّع لمؤسسة كابيتال هيلز.

Operations

· F&B tenants rotate weekly — three tenants per evening
· Sage tablecloth, brushed-brass candelabra, walnut chairs
· One sonic logo at adhan, then a 90-min curated playlist
· Bilingual menu cards · QR donation strip
· Master logo on table flag · No tenant logos on table

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VI · Application · Hoarding & construction

The first impression is the wall around the site.

For 18–36 months before opening, the hoarding is the most-seen Park Yard surface in the city. We treat it as billboard, not as fence.

52

II

Open Autumn 2026.

يفتتح خريف ٢٠٢٦.

AL-HOSSARY SQUARE · 6TH OCT

DEVELOPED BY CAPITAL HILLS DEVELOPMENTS

Now leasing

Retail · F&B · Offices · Clinics.

leasing@parkyard.eg

+20 100 000 0000

Module A · Brand identity panel

Master logo + project numeral + opening line + endorser strap. Width: 6m. Repeat every 18m of hoarding.

Module B · Leasing call-to-action

Persimmon block, white type, bilingual contact. Width: 6m. Alternates with Module A.

Module C · Render reveal

Approved master render at full hoarding height (3m). One frame per 24m of hoarding maximum — restraint.

Hoarding rules

· Hoarding height = 3m flat panels, no curved · Materials: digital print on 6mm composite + LED uplight at base · Refresh: every 6 months minimum, after first sand-storm season · Maintenance: any tag / damage repaired within 48h (brand SLA, hoarding is brand-facing)

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VI · Application · Merchandise

A short list of well-made things.

No "PARK YARD MEGA SALE" mugs. Five items, well-spec'd, sold or gifted at the concierge — nowhere else.

53

M-01 · Shopping bag

300gsm kraft · jute rope handles · debossed PY mark · 30×40cm. Used by all tenants on request, charged to tenant at cost.

M-02 · Tote

340gsm cotton canvas · screen-printed wordmark · navy or stone. Sold at concierge, EGP 240. Used as event giveaway.

M-03 · Notebook

A5 hardcover · cream Mohawk paper · debossed PY · 144 pages dot-grid. EGP 380.

M-04 · Cap

Unstructured 6-panel cotton cap · embroidered PY mark · navy or stone. EGP 320.

M-05 · Tea blend

Park Yard No. 1 — bergamot, jasmine, fig leaf — 80g loose-leaf in a brushed-brass tin. Concierge gift only, never sold. The scent of the brand, drinkable.

Rule

No tier-2 merch. No keyrings, no plush toys, no bottle openers. The list is the list.

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Pillar VII of VII

54 / 56

VII

Governance.

Who owns the master, who runs each iteration, how a new Park Yard is approved, and where every asset lives.

3 spreads·Pages 54—56·Ownership · Approvals · Asset library

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VII · Governance · Ownership & approval flow

Brand Council, project Brand Manager, approval matrix.

A simple two-tier model: Capital Hills owns the master; each iteration gets a Brand Manager with locked authority over what's local. Anything else is a Brand Council ticket.

55

Two-tier ownership

Tier 1 · Brand Council

Capital Hills Developments

Owns the master identity, asset library, vendor contracts, IP rights, this book. Approves every change to anything in it + every new iteration.

Seats: CEO Capital Hills · Brand Director · Head of Architecture · Head of Marketing · Head of Operations · external advisor (rotating)

Tier 2 · Project Brand Manager

One per iteration

Owns day-to-day application of the master at their iteration. Authority over local marketing, social, events, tenant comms — within the limits of this book.

Reports: dotted line to Brand Council · hard line to Centre Manager

Approval matrix

Decision	Project BM	Brand Council
New social post within approved templates	● approve	—
New local event within calendar window	● approve	—
New tenant fascia within tenant rules	● approve	—
Off-template social post / new template	request	● approve
New billboard creative	request	● approve
Tenant requesting fascia exception	request	● approve
New iteration (Park Yard III, IV…)	—	● approve
Any change to the logo, color, type	—	● approve
Any change to the brand book	—	● approve

New-iteration flow · 7 steps

01
Site & mix approved by Capital Hills board.
02
Iteration numeral assigned by Brand Council (next available Latin numeral).
03
Wayfinding tint assigned from master palette (sand → slate → next).
04
Project Brand Manager appointed by Capital Hills CMO + Centre Manager.
05
Asset folder cloned from master library template.
06
Hoarding + leasing pack reviewed by Brand Council before go-live.
07
Pre-launch audit: brand walkthrough 30 days before opening.

Audit cadence

· Annual brand audit per iteration (full)
· Quarterly mystery-shopper sweep (service)
· Quarterly hoarding + signage compliance walk
· Semi-annual material maintenance audit (M-01 → M-08)

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VII · Governance · Asset library & contact

Where every file lives. Who to call.

A single source of truth, mirrored to every approved agency. One inbox for any question this book doesn't answer.

56

Folder structure · master library

parkyard-brand/
├── 00-master-brand-book/ ← PY-brand-book-v1.2.pdf
├── 01-logo/
│ ├── master/ ← PY-master.{svg,eps} · -white.svg · -mono.svg · -favicon-{16,32,180,512}.png
│ └── lockups/ ← PY-I-lockup.svg · PY-II-lockup.svg · PY-template-lockup.ai
├── 02-color/ ← PY-palette.ase · PY-palette.sketchpalette · PY-tokens.css
├── 03-typography/
│ ├── inter/ ← woff2 + ttf
│ └── ibm-plex-sans-arabic/
├── 04-icons/ ← wayfinding-set.svg · ui-icons.svg
├── 05-photography/
│ ├── master-frames/ ← 8 approved hero renders
│ ├── stills/
│ └── generated/ ← ref-based generations only
├── 06-templates/
│ ├── stationery/ · social/ (Figma + .psd) · outdoor/ · email/
├── 07-spatial/
│ ├── materials/ ← spec sheets + supplier list
│ ├── lighting/
│ └── wayfinding/ ← sign-family DWG + spec
└── 99-iterations/
    ├── PY-I/ ← project-local marketing, social, events
    ├── PY-II/
    └── _template/ ← cloned for new iterations

Brand Council · contact

brand@parkyard.eg

Anything not answered in this book — vendor approvals, asset requests, fascia exceptions, new-iteration applications, IP queries.

SLA: response 1 working day · decisions 5 days routine, 15 days new-iteration.

Asset access

Capital Hills DAM: dam.capitalhills.eg/parkyard — approved agencies get read-only mirror access. New-agency requests via brand@parkyard.eg.

Versioning & image-generation rule

Book is v 1.2 · 2026. Material updates require Brand Council vote. Latest at parkyard.eg/brand-book. Any AI-generated "Park Yard" image must use a master-frame as ref · logged in _log.jsonl · audited monthly.

— end of master brand book —

Park Yard · Master Brand Book v 1.2 · 2026 · Issued by the Park Yard Brand Council · Capital Hills Developments

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