brands.itqanstudio.com
Itqan Studio
Itqan is Arabic for excellence. The brand holds itself to the word.
The identity system for Itqan Studio FZ LLC. Espresso plum, mauve, warm sand and cream. Manrope for structure, Playfair for the editorial line. These are the rules we apply to our own brand before we apply them to yours.
01 · Overview
What this brand protects.
Itqan Studio is named for a standard: doing a thing with the intention of mastering it. The identity keeps that promise quiet and visible at once. A dark, espresso-plum world with one warm accent, type that behaves, and rules written down so quality never depends on memory.
01
Precision over decoration
Every element earns its place. If it does not carry meaning, it goes.
02
Warmth inside discipline
Cream, sand and mauve keep a strict system human. Premium never means cold.
03
Rules in writing
The system lives in documents, not in one designer's head. That is why it survives handoffs.
04
The work is the proof
The brand never claims what the portfolio cannot show.
02 · Logo
The mark, and how it survives contact.
Primary on dark
Default. Cream mark on Espresso Plum.
Primary on light
For cream and white surfaces.
Mono white
Photography and video overlays only.
Icon on light
The mark alone — avatars, favicons, small spaces.
Icon on dark
Mark-only for dark UI surfaces.
BIMI
The email-sender indicator. Square, SVG Tiny P/S.
Keep clear space around the mark equal to the height of its letterform.
Use the variant built for the surface. Dark mark on light, light mark on dark.
Use the icon alone only where the full mark cannot breathe — favicons, avatars, app tiles.
Recolour the mark outside the palette.
Set the wordmark in any other typeface, ever.
Misuse
03 · Colour
A palette is a set of decisions.
The dual-accent rule is the one people miss: mauve fails contrast on cream, so the accent swaps to Deep Mauve on every light surface. Same role, two values. Nothing else in the palette changes between surfaces.
Pairings
Mauve on Espresso
The signature pairing. Accent headings on dark.
Mauve on Cream
Fails contrast. This is why Deep Mauve exists.
Deep Mauve on Cream
The accent role on light surfaces.
Cream on Espresso
Primary text on dark.
Ink on Cream
Primary text on light.
Sand on Espresso
Secondary accents and hairlines on dark.
04 · Typography
Type does the talking.
Headlines
Manrope Bold
64px hero / 40 to 44px sections, tight tracking
Excellence is a standard, not a slogan.
Editorial accent
Playfair Display Italic
One italic line per headline, accent colour
Clarity, precision and results.
Body
Manrope Regular
16px, 400. Short sentences. No filler.
Every headline promises a result, not a process.
UI & navigation
Manrope Medium
14 to 16px, 500
Start a conversation
Labels
Manrope Bold
10 to 12px, uppercase, wide tracking
SELECTED WORK
Playfair is always italic, never upright, and never in body text, buttons or navigation. Maximum one Playfair line per headline. It carries the accent colour for its surface.
05 · Composition
Layout is rhythm.
Layout is rhythm. Dark and light sections alternate down every page, cards stay softly rounded, and whitespace is treated as material, not leftover.
Alternate dark and light sections. Never two dark sections adjacent without a visual break.
Round cards 8 to 12px. Sharp enough to feel engineered, soft enough to feel warm.
Give work room. Generous whitespace around portfolio imagery is part of the brand.
One primary call to action per page: Start a conversation.
Stack adjectives in headlines or crowd sections to fill space.
Add a second accent colour to a section that already has one.
06 · Iconography
One family, one stroke.
Icons come from one family — Phosphor — in its regular weight, so every glyph shares the same stroke logic. They support text; they never replace it in navigation.
Phosphor, regular weight, across the entire site. No mixing icon sets.
Icons take the text colour of their context, or the surface's accent for emphasis.
16 to 24px in UI. Decorative icons cap at 32px.
Never icon-only navigation. Labels always accompany.
07 · Motion
Felt, not watched.
Motion is felt, not watched. Everything answers on pointer-down, settles fast, and respects reduced-motion by getting gentler rather than vanishing.
Standard transition
300ms ease-out
Colour, shadow and background changes.
Ceiling
400ms
No animation runs longer. Elegant, not flashy.
Press feedback
on pointer-down
Buttons respond when touched, not when released.
Reveals
fade + rise
Scroll-triggered, small offsets, opacity-led.
Hover on cards
scale 1.02
A lean-in, never a jump.
Reduced motion
gentler, not silent
Transitions simplify to opacity and colour. Nothing disappears.
08 · Voice
Written rules, not vibes.
The voice sounds like someone who does not need to convince anyone. Outcome first, short sentences, zero filler.
01
Outcome-first
Every headline promises a result, not a process. Your brand, built to close deals.
02
Confident, not boastful
No qualifiers, no hedging. The work carries the claim.
03
One adjective per noun
Adjective stacking is banned. Alliteration is not a substitute for meaning.
04
Short sentences win
Five-word fragments beside fifteen-word sentences. Nothing past twenty-five.
05
Banned words
Seamless, bespoke, elevate, leverage, tailored. Replaced with concrete language, every time.
06
Speak to the client's ambition
Their result, not our capability. Fragments allowed in headlines: Clean. Intentional. Built to last.