Saudi grounded. Globally connected.
One identity that says both.
The canonical source for the WTS Sadagah visual identity. Built so an agency, a printer or a partner firm can produce work that is unmistakably WTS Sadagah, in English and in Arabic, without a review round for every pixel.
What the brand has to carry.
WTS Sadagah is the Saudi member firm of WTS Global, a tax network with representation in more than 100 countries. Its legal and trading name is Sadagah Certified Public Accountants & Consultants. It serves business enterprises in Saudi Arabia from Riyadh, Jeddah and Al Khobar across tax, financial advisory, consulting, legal support, assurance and Local Content certification work under LCGPA.
The current identity is a template: a red monogram and a calligraphic wordmark sitting on top of borrowed web colours and three unrelated typefaces. The monogram and the name are real equity. Everything else is retired here.
This system does one thing: make WTS Sadagah read as what it is. A Tier 1 caliber Saudi practice, carrying the visual discipline of the WTS network, comfortable in two languages, and never louder than the advice it gives.
Arabic service names are working translations for the specimen and are marked [to confirm] with the firm.
Three names, one hierarchy.
The firm has a network name, a market name and a legal name. They never compete. Each has one job and one place.
The name the market uses. Lowercase in the lockup, title case in prose. Follows the WTS member-firm pattern: network name in red, firm name in slate.
The legal and licensed name. Appears once on any document, usually small, in slate, under the lockup or in the legal footer. Never as a headline, never in red.
Member of WTS GlobalThe network relationship. Expressed as the sentence "Member of WTS Global" or, in co-branded settings, the official WTS Global artwork. Never merged into our own lockup.
| WTS Sadagah | Prose, titles, email, first mention |
| wts sadagah | Lockup only, never typed in running text |
| Sadagah | Second and later mentions when context is clear |
| Sadagah Certified Public Accountants & Consultants | Legal footers, engagement letters, invoices |
| دبليو تي إس صدقة | Arabic prose [transliteration to confirm] |
| WTS-Sadagah, WTSSadagah, Sadagah WTS | Never |
The two-stroke angular mark is the only element of the legacy identity clients already recognise. It has been retraced as clean vector geometry,
its red moved to the WTS canonical #C7002E, and it now does the job the calligraphic wordmark used to do:
it is the Saudi signature inside a network system. The letters are set in the network typeface; the mark stays ours.
The mark, rebuilt.
Nine canonical artworks. Every one is real vector geometry: the monogram retraced from the legacy logo, the wordmark converted to outlines from the brand typeface, so nothing depends on a font being installed. Copy the SVG or download it from any card.
Monogram + wordmark
The default. Monogram in WTS red, "wts" in red, "sadagah" in slate. Use on white or light grey. The lockup is one object: proportions and spacing are fixed.
Legal name attached
For letterhead, report covers, engagement letters and anywhere the licensed name must appear. The descriptor is set at 24% of the wordmark height and never larger.
For square and narrow formats
Social avatars, app tiles, portrait covers, lanyards. Monogram centred above the wordmark at 1.33x the wordmark's cap height.
When the monogram already appears
Website header, document running footers, email signatures where the monogram is the avatar. Mirrors the "wts global" pattern exactly: red network name, slate firm name.
The Sadagah mark
Two angular strokes, 3:2 proportion. Favicon, avatar, stamp, watermark. Always red, ink or white. Never outlined.
App icon and avatar
White monogram centred on a red square. Corner radius is applied by the platform, never baked into the file.
Single-colour print
Fax, embossing, engraving, newsprint, one-colour merchandise. Ink #282828 or 100% K. Never grey.
White on ink, slate or red
The only version permitted on dark grounds and on photography. All-white: the two-colour split is not reproduced in reverse. The file has a transparent background.
Member of WTS Global
The network line, typographic and separated by a hairline. Use where the relationship needs stating but the official WTS Global artwork is not appropriate (see Co-branding).
Arabic descriptor
For Saudi government, ZATCA and Arabic-first documents. The Arabic line is set in IBM Plex Sans Arabic, right-aligned to the wordmark, firm name in ink, descriptor in slate. Arabic rendering of the name and descriptor to be confirmed by the firm.
X = half the monogram height
Nothing enters the zone: no type, no other logos, no photo edges. On the red tile and in signage, double it.
Legibility floors
Below these, switch to the next smaller artwork. Print in mm at 300 dpi, screen in CSS pixels at 1x.
| Artwork | Screen | Below that | |
|---|---|---|---|
| With descriptor | 60 mm wide | 280 px | Primary lockup |
| Primary lockup | 32 mm wide | 140 px | Wordmark |
| Stacked | 18 mm wide | 80 px | Monogram |
| Wordmark | 24 mm wide | 100 px | Monogram |
| Monogram | 6 mm wide | 18 px | Do not reproduce |
#FF214F. Retired.One red. Used like a signature.
WTS red is the network's single accent and it stays that way here: wordmark, section rules, one headline word, one button. Everything else is white, grey and a warm greige that belongs to Riyadh rather than Munich. Click any value to copy it.
Two greiges lifted from wts.com and promoted. They read as limestone and sand rather than office grey, and give Saudi materials a warmth the German parent does not need. Surfaces and hairlines only, never type.
Status colours are chosen so none of them competes with WTS red. Error is a deep wine, visibly darker than the brand red and always paired with an icon and a label. Success is a forest green, not a mint. Warning is ochre, not orange. Info is a slate blue that sits inside the grey family. They appear in products, dashboards and forms only, never in brand communications.
How much of each, on a typical page
Contrast, computed live against WCAG 2.2
| Text colour | |
|---|---|
|
Aa
|
Red on white passes AA for body text at 6.1:1. Slate on greige is 5.2:1. White on red passes AA and is the standard for buttons. Muted grey is decorative only. Greige is never a text colour.
Geometric, lowercase, two scripts.
WTS Global sets everything in Cera Pro. We inherit it, pair it with an Arabic face of matching construction, and document a free web stack for every surface where the licence does not reach. Specimens on this page render in the open fallbacks.
Geometric sans with soft terminals, the typeface WTS Global uses across wts.com in weights 300 to 700. Headlines in 400, never bold. Licence for print, desktop and web must be held by the firm; confirm seat count with WTS Global before rollout.
Chosen over Plus Jakarta Sans because its single-storey a, round g and curved t sit closest to Cera's construction, its variable axis covers 100 to 900, and its x-height matches within 2%. Used for this portal, email, Google Workspace and any partner who cannot license Cera Pro.
IBM Plex Sans Arabic. Chosen over Tajawal and Noto Kufi Arabic: low-contrast, geometric Naskh-Kufi hybrid whose stroke weight and vertical proportions match Outfit and Cera at the same point size, with five weights that map one-to-one. Tajawal is too condensed for reports; Noto Kufi too display-oriented for body text.
Reference numbers, version tags, table figures in dashboards, code and file names. Same family as the Arabic face, so the two share metrics. Never for headlines or paragraphs.
Ten steps, one ratio
| 300 Light | Display, ledes |
| 400 Regular | Headlines, body, tiles |
| 500 Medium | Wordmark, UI, emphasis, H3 |
| 700 Bold | Numbers in charts only |
| Above 40 px | -0.025 to -0.03em |
| 20 to 40 px | -0.01 to -0.02em |
| Body | 0 |
| Uppercase labels | +0.12 to +0.16em |
| Arabic, any size | 0, never tracked |
Sentence case everywhere. Uppercase is reserved for service tiles and small tracked labels. Title Case is not used. The lockup is lowercase; prose says WTS Sadagah.
Same hierarchy, mirrored
With representation in over 100 countries, WTS Global has grown to a leadership position as a global firm. WTS Sadagah brings that network to Riyadh, Jeddah and Al Khobar.
Read the voice principlesبحضور يمتد إلى أكثر من 100 دولة، رسّخت WTS Global موقعها الريادي كشركة عالمية. وتنقل WTS Sadagah هذه الشبكة إلى الرياض وجدة والخبر.
dir="rtl" lang="ar". Layout mirrors: labels right-aligned, chevrons flipped, sidebars swap sides. Never centre Arabic body text.unicode-bidi: isolate. "WTS Global" is not transliterated in Arabic running text.Western Arabic digits, tabular in tables
Figures use 0 to 9 in both languages, matching ZATCA e-invoices and IFRS statements. Eastern Arabic digits (٠ to ٩) are allowed only in Arabic-only editorial copy where the client house style requires them. Use tabular lining figures in any column of numbers, proportional figures in prose. Thousands separator is a comma, decimal a point, currency code SAR before the figure.
font-variant-numeric: tabular-nums| Item | FY2025 | FY2026 | Change |
|---|---|---|---|
| Revenue | SAR 48,210,000 | SAR 53,904,500 | +11.8% |
| Zakat provision | SAR 1,205,250 | SAR 1,347,610 | +11.8% |
| Deferred tax asset | SAR 316,400 | SAR 288,900 | -8.7% |
Illustrative figures for the specimen only.