Brand Guide

MKA Branding and Styling Guidelines 2020

To download a copy of the style guide, click here.

1.0 history of the mka 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 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 Ijtema on the 25th of December 1939. However, Hazrat Khalifatul-Masih IIra 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 IIra 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 majlis KHUDDAMul ahmadiyya uk LOGO DESIGN

2.1 Logo Basics

ORIGINAL AND COMPLETE LOGO PREVIEW

This is the official, unique and approved Majlis Khuddamul Ahmadiyya United Kingdom 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.

  1. Simple The main logo consists of the Khuddamul Ahmadiyya flag.
  2. Bold: The text comprises of the full name of the auxiliary with the words United Kingdom.
  3. Contemporary: The logo is based on a modern graphical representation of the Liwa-e-Khuddam.

DEPARTMENTAL LOGO VERSION

The departmental logos are to be used only for National Amla departments and are issued to a Mohtamim, Muavin Sadr and other National Amla members.

REGIONAL LOGO VERSION

The regional logos are based upon the same concept as the national departments. The name of the region goes at the bottom.

QIADAT LOGOS PROCUREMENT

Please note that if local Qiadats require a logo they must request one to be created by the Regional Nazim Isha’at. The National Isha’at Department will try its best to ensure that the Regional Nazim Isha’at is fully aware and trained on the guidelines to creating such logos for Qiadats.

2.2 LOGO USAGE - social media

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.

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 ‘Majlis Khuddamul Ahmadiyya UK’ at the top and the name of the Region/Qiadat at the bottom.

ACCOUNT NAME & PROFILE

The 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 as this is already covered in the logo in the profile photo. A comprehensive and informative description should be used in wording that will be clear to all audiences. A good example of a description is from the national Tarbiyyat twitter account:‘National Tarbiyyat Department. Working together for the moral and spiritual development of Ahmadi Muslims in the UK.’ Ensure that all nonenglish words have been defined.

2.3 LOGO USAGE - letterheads

OFFICIAL USE ONLY

Invitations to events, Ijtemas and other official correspondence should be conducted on the official letterhead. The MKA UK letterhead should only be signed off by the main representative of a National Department, Region or Qiadat such as a Mohtamim, Regional Qaid or a local Qaid.

No seperate 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 Mohtamim or Regional Qaid should contact Motamid MKA UK.

2.4 LOGO USAGE - videos

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 MKA UK logo, or vice versa.

USING THE MKA UK LOGO IN VIDEOS

Videos created by MKA UK 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.

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 all alterations.

2.5 LOGO USAGE - 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.

A choice of two logos

Ensure that the logo is clearly visible when being placed on merchandise. Two logos can be used - one with the text on the right (as displayed in figure 1) or the circular logo (as displayed in figure 2). When being used on the arm ensure that the positioning and angle is correct. To avoid distortion of the minuter details such as the Minaratul Masih use a high resolution PNG, API or EPS file - this can be obtained from the central Isha’at department.

INCORRECT PLACEMENT

The MKA UK 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

2.6 INCORRECT LOGO USAGE

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.

  1. The Khuddamul Ahmadiyya logo should never be stretched in anyway. If it is to be enlarged then proportions must not be altered.
  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.
  3. The Khuddamul Ahmadiyya logo’s colour should never be changed. This should be strictly adhered to. The circular logo never changes colour regardless of instance of use. The text can be white or black only - no other colour can be used in conjunction with the logo.
  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.
  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.
  6. Official logos are produced and kept by the national Isha’at Department, downloading logos from other websites will not be the official logo
  7. The logo should not be used as a watermark, nor any writing or images should be placed upon it. Any department within MKA UK is not permitted to create its own logo by altering the official MKA UK logo or Liwa-e-Khuddam.

3.0 mka uk ijtema 2020 logo

THEME OF THIS YEAR’S IJTEMA IS “The Hand of Talha - Jihad of the Age”

COMPLETE LOGO PREVIEW

The Ijtema logo is ‘Ijtema’ written in Arabic calligraphy.

This is the main logo that will be used across all platforms for the current Khuddam year. This logo helps audiences identify Ijtema related materials and enhances the professionalism of the brand. It is essential that the logo is always applied with care and respect according to these guidelines. This logo should be used in conjunction with the official MKA UK logo to show the main body it is part of.

  1. DARK MAROON: A dark maroon with a gradient has been used giving the logo an almost brush stroke finish.
  2. GOLD: The gold diacritical marks compliment the shades of maroon to form colours which sit easy on the eyes
  3. BOLD: In line with the connotations of the theme for the year, the logo makes a bold statement yet carries an air of subtlety at the same time

Our logo is the one element that unifies and represents our Ijtema. It has been especially designed to symbolize our name. The logo colours change according to the theme colours for the year.

4.0 ijtema 2020 COLOuR PALETTE

APPLICATION OF THE COLOUR

These are the official colours of the Ijtema 2019-20. All the departments are advised to use these colours when they are creating designs regarding the Ijtema. This should be observed very carefully so the theme should look similar throughout the Ijtema. There may be exceptional circumstances where permission maybe sought and given to departments such as Atfal to target their specific audience.

Primary COLOuR PALETTE
Secondary COLOuR PALETTE
Full colour palette

5.0 mka & ijtema TYPOGRAPHY

5.1 MKA typography

TYPOGRAPHY - THE ART OF 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.

6.0 IJtema posterS AND GRAPHIC TOoLS

DESIGNING THIS YEAR’S THEME

Due to the nature of this year’s Ijtema theme - it is not possible to employ any graphical connotations. Rather a more typographical design has been used to create the Ijtema poster templates.

These should be used to promote the local and regional Ijtemas with the necessary information being replaced in the template.

What should always be kept in mind when conducting design work is the connotations of colours, placement and graphics that have been used.

Is the poster giving off any negative connotations? Would a Khadim be able to tell the theme from the poster? Does it look professional? A critical analysis should be undertaken before publication.

Prayer times

FROM Wednesday, December 11, 2019. Masjid fazl & Baitul futuh
  • 06 : 50 Fajr
  • 13 : 00 Zuhr
  • 13 : 00 Asr
  • 16 : 05 Maghrib
  • 19 : 45 Isha