The mark, the palette, the rules

Everything on this page is generated from the theme tokens in the code itself, so the page can neither lead nor lag reality.

The mark and its lockups

The mark is a falaj: a full pool, and three drops arcing in to join it, growing as they arrive — drop after drop the basin fills, answer after answer the picture completes. The flow runs right-to-left on purpose, the way Arabic reads — which is why it is never mirrored.

The mark's canonical motion

Defined once in code: the three drops arc into the pool one after another, and the pool swells to receive each one. Any surface that animates the mark reuses this same export — the brand's motion exists once, like its colours.

Four colours, and a rule for each

Each card carries the contrast measurement that decides what the colour is allowed to be — the same measurement the theme's own tests enforce.

One family, two scripts

Alexandria covers Arabic and Latin from one family, in three weights. Arabic sets slightly larger optically with more line-height, and emphasis is never faked with case — Arabic has no capitals; emphasis is weight.

What a customer's surveys wear

The platform palette is what the platform itself wears. A customer's surveys wear one of these seven — or any custom colour on paid plans — and a customer's colour never touches marketing surfaces.

The brand where it actually appears

The share card and the email header, drawn from the same tokens that generate them in production.

Five mistakes, shown rather than listed

Each card shows the mistake itself, because a written rule is read and a drawn one is remembered.

Take what you need

Every file is generated from the tokens at build time, so they change themselves the day the final mark lands or the name does.