Each guide covers strategy, logo, colour, typography, the physical cards, the app, social and the website. Click into each. Direction 01 evolves the card you already built; 02 and 03 start from the goal, not the current assets.
The selected direction, expanded: six card concepts, eight app screens, six Instagram posts and stories, five website pages, packaging and merch.
18 SVGs and 23 PNGs: the 99-ray mark, lockups, wordmark, the ٩٩ numeral, Arabic signature, app icons, favicons and the OG image.
| 01 · Gilded Archive | 02 · Ninety-Nine Dots | 03 · Noor | |
|---|---|---|---|
| Positioning | The reference edition — the one you gift and frame | The movement — the one you wear and compete on | The companion — the one you open at Fajr |
| Core idea | Restraint; the name carries the meaning | 99 = 9 × 11 dots; progress is the logo | 99 rays of one light; colour of the hour |
| Logo | Double-ring seal with "99" | Dot grid + wide "99" + Kufic ٩٩ | 99-ray sun + soft serif wordmark |
| Arabic | Amiri (Naskh) — formal, vowelled | Reem Kufi / Noto Kufi — geometric | Aref Ruqaa / Gulzar — handwritten, flowing |
| Best for | Premium physical product, gifting, older & affluent buyers | Growth, youth, merch, virality, the quiz | App retention, daily habit, broadest global appeal |
| Risk | Can feel cold or "luxury-brand generic"; slower social growth | Could read as too loud/irreverent for some audiences | Easy to imitate; wellness-app sameness if not handled with craft |
| Keeps from today | Everything — card, colour toggle, dark site | Nothing except the name and the number | The soft tone of your recent IG posts |
Direction 03 · Noor is the master brand, with Direction 02's 99-dot grid kept inside it as the progress and quiz device. Noor has the widest global appeal and the strongest retention mechanic — the page and the app tint themselves to the local prayer time — while the dot grid remains the most ownable single device across all three decks. Direction 01 stays available as the premium “Gilded” print edition within the range. The live site, the logo set and the full Noor world are all built on this system.