MKA Brand Guideline

MKAC BRANDING AND STYLING GUIDELINES 2020

To download a copy of the style guide. click here

To download the MKAC and AMYA logos, click here.

1.0 HISTORY OF THE FLAG

1.1 Brand History

ROOTED IN COMMUNITY TRADITION

Since Majlis Khuddamul Ahmadiyya is an auxiliary of the Ahmadiyya Muslim Community, the top left corner of its flag bears the same symbols as the Liwae-Ahmadiyyat (a full moon, Minaratul Masih and a crescent moon). The black and white stripes (13 in total) on the flag represent the centuries of spiritual ascent and decline of the Muslim Ummah.

JALSA SALANA 1939

The Liwa-e-khuddam was to be hoisted at the second Majlis Khuddamul Ahmadiyya Ijtima on the 25th of December 1939. However, Hazrat Khalifatul-Masih II (ra) directed that until the Liwa-e-Ahmadiyyat was not hoisted no auxiliary’s flag should be hoisted. Therefore, it was on the 28th of December 1939, right after the flag of the Ahmadiyya Muslim Community was hoisted for the first time, that Hazrat Khalifatul-Masih II (ra) also hoisted the Khuddam flag. On this occasion a pledge was recited, the words of which were:

I pledge that I shall sacrifice my life, wealth, time and honour and shall uphold the honour of this truth, the flag as a physical representation of which at this moment is being hoisted by Huzoor, and the symbol of all the virtues which Ahmadiyyat seeks to spread and establish; and the sign of all the morals which Huzoor wishes to create in Khuddam through Khuddamul Ahmadiyya. And I shall make every possible effort that this flag flies higher than all other flags of the world and it never has to witness defeat.

HAZRAT KHALIFATUL-MASIH IIRA MOMENTS AFTER HOISTING THE LIWA-E-AHMADIYYAT AND THE KHUDDAM FLAG WHICH CAN BE SEEN ON THE LEFT – QADIAN 1939

2.0 LOGO DESIGN

2.1 LOGO PREVIEW

This is the official, unique and approved Majlis Khuddamul Ahmadiyya Canada logo. This is the main logo that should be used across all platforms. It is essential that the logo is always applied with care and attention in adherence to these guidelines. No border is to be applied to the logo. A white border will automatically appear when using the logo on a dark background.

LOGO VERSION FOR LOCAL CHAPTERS

2.2 COLOR VERSIONS

Primary Logo

Additional Version

Additional Version

2.3 COLOR VERSIONS

1 HEADER

A clear, unpixelated and non-blurry image should be used as the header. This image should ideally be of something that represents the Region or Qiadat. The image used should be suitable for a non-Ahmadi audience. Permission must be sought from the central Isha’at department before using images of the Khulafah.

2 PROFILE PICTURE

The official logo of the Region or Qiadat must be used (this can be obtained from the central Isha’ at department). The logo type must be the one with ‘Ahmadiyya Muslim Youth Association Canada’ at the top and the name of the Region/Qiadat at the bottom.

3 ACCOUNT NAME & PROFILE

he name of the account should be ‘AMYA’ and then the Region/Qiadat/National Department name. Avoid using ‘Majlis Khuddamul Ahmadiyya’ or ‘MKA’ as part of the name. A comprehensive and informative description should be used in wording that will be clear to all audiences.

2.4 LETTERHEAD

OFFICIAL USE ONLY

Invitations to events, Ijtimas and other official correspondence should be conducted on the official letterhead. The MKAC letterhead should only be signed off by the main representative of a National Department, Region or Majlis such as a Muhtamim, Regional Qaid or a Local Qaid. No separate letterhead is to be created. The letterhead is produced by the central Isha’at department and approved by Sadr Majlis. If a template is required (in which only the contact details at the bottom are allowed to be changed) the Muhtamim or Regional Qaid should contact Mutamad MKAC.

2.5 VIDEOS

2

INTROS & OUTROS

Using brand logos as outros is a common way to end videos. Videos may either end or open with the MKA logo. It is advised that the intro contains the department/region logo and the outro the MKAC logo, or vice versa

1

USING THE MKAC LOGO IN VIDEOS

Videos created by MKAC departments should be branded with the official logo. The correct logo shade – either white text or black – should be selected based on the background colours. Almost every video editing application allows for logo placement.

3

CORNER LOGO

In some types of videos it is useful to add the MKA logo in one corner of the screen. This is usually placed in the top-right or bottom-right corner of the screen. You may find that the logo does not suit every part of a video but only some places. Ensure that the logo is visible and only the official logo is used without any changes or alterations

2.6 MERCHANDISE

When using the logo on other items of clothing or types of merchandise ensure that the correct colour is used. If a printed logo is to be used then it should not be distorted due to product specifications such as stitching or fabric type. Quality must not be compromised on embroidery.

Incorrect Placement
The MKAC logo should not be used on shorts, lower ends of t-shirts or tops and any item which is disposable. The name of a Region or Majlis can only be used in the case where it is not a religious name such as that of a Khalifah or holy place like a Mosque.

A CHOICE OF TWO LOGOS

The MKAC logo should not be used on shorts, lower ends of t-shirts or tops and any item which is disposable. The name of a Region or Qiadat can only be used in the case where it is not a religious name such as that of a Khalifah or holy place like a Mosque.

2.7 BUSINESS CARD

2.8 INCORRECT LOGO USE

Below are examples in which the logo has been transformed impacting the sizing, shape, style and format of the original logo.This constitutes incorrect usage of the brand.

2.8 INCORRECT LOGO USE

1

The Khuddamul Ahmadiyya logo should never be stretched in anyway. If it is to be enlarged then proportions must not be altered.

3

The Khuddamul Ahmadiyya logo’s colour should never be changed. This should be strictly adhered to. The circular logo never changes colour regar less of instance of use. The text can be white or black only – no other colour can be used in conjunction with the logo.

5

Please note the use of the logo with the flare on the top left-hand corner has been discontinued, it should be replaced with the new logo issued by the National Isha’at Department.

2

The Khuddamul Ahmadiyya logo should never be warped, skewed, tilted, rotated or flipped in any form. The logo should be used as it has been issued by the national Isha’at Department.

4

The Khuddamul Ahmadiyya logo should never be overlaid, dissolved, darkened, multiplied, saturated or converted into black and white. The brightness features should not be tampered with. It is to be used as issued.

6

The logo should not be used as a watermark, nor any writing or images should be placed upon it. Any department within MKAC is not permitted to create its own logo by altering the official MKAC logo or Liwa-e-Khuddam.

7

Official logos are produced and kept by the national Isha’at Department, downloading logos from other websites will not be the official logo.

3.0 TYPOGRAPHY

BIG JOHN

PARAGRAPH FONT

ABCDEFGHIJKLMNOPQRSTUVW

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REGULAR

Semiotics aesthetic freegan pour-over jianbing.

Artisan blog retro neutra.

3.2 TYPOGRAPHY

MONTSERRAT

PARAGRAPH FONT

ABCDEFGHIJKLMNOPQRSTUVW

abcdefghijklmnopqrstuvw

1234567890!@#$%^&*()_+=”:?><

TYPOGRAPHY PLACEMENT

New trends in the design industry are shifting towards more typographic (text based) designs as opposed to heavy graphical representations. This means that getting the fonts, placement of fonts and size etc is incredibly important as it is a major part of design. This page contains the names of the fonts that are commonly used by the National Isha’at department. These are means-tested and professional fonts, it is advised that a selection is made from them when conducting design work for the Majlis.

REGULAR

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Artisan blog retro neutra.

MEDIUM

Semiotics aesthetic freegan pour-over jianbing.

Artisan blog retro neutra.

BOLD

Semiotics aesthetic freegan pour-over jianbing.

Artisan blog retro neutra.

3.3 COMBINATIONS

MONTSERRAT & RALEWAY

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

4.0 COLOR PALETTE

HEX C72127
R199 G33 B39
C15 M100 Y100 K5

HEX FFFFFF
R255 G255 B255
C0 M0 Y0 K0

HEX 000000
R0 G0 B0
C75 M68 Y67 K90

HEX B5B3B3
R181 G179 B179
C30 M25 Y25 K0

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